Laddering

Also known as: Means-End Chain, Laddering Interview, Value Chain Analysis

Interview technique chaining 'why?' questions to connect product attributes with consumer benefits and personal values.

Laddering is an in-depth interview technique developed by Reynolds and Gutman that connects a product's or service's attributes with the benefits they provide and the personal values those benefits satisfy, building a 'ladder' of abstraction: Attribute → Consequence/Benefit → Personal Value.

For example: Attribute: 'This shampoo has proteins' → Benefit: 'It leaves hair stronger' → Consequence: 'My hair doesn't split' → Value: 'Looking good and feeling confident about myself'.

Laddering reveals the fundamental motivating values behind consumer preferences, which is invaluable for developing communication that connects at the right emotional level. Its results are visualized in Hierarchical Value Maps (HVM).

Atlantia applies laddering in its qualitative positioning and communication development studies.