Laddering in Consumer Research

THE LADDERING TECHNIQUE A way to conduct interviews Tina Blegind ensen Aar!us "c!ool o# Business Den$ar% 

&!at is it' (

Laddering is an interview tec!ni)ue used in se$i* structured interviews+

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Laddering is a $et!od t!at !el,s you elicit t!e !ig!er or lower level a-stractions o# t!e conce,ts t!at ,eo,le use to organi.e t!eir world+

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T!e $et!od is ,er#or$ed -y using ,ro-es+ /ro-ing $eans to 0 peel back the layers1 o# t!e in#or$ant2s e3,erience+

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Laddering and ,ro-ing is used to4 0understand the way in which the informant sees the world” 5Reynolds 6 Gut$an7 89::;+

In w!ic! situations' Laddering is used wit!in two strea$s o# researc!4 Consu$er researc! and organi.ation researc! (

Consu$er researc! to elicit consu$ers2 ,re#erences towards certain ,roducts or services+

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Consu$ers2 ,re#erences are categori.ed into t!ree di$ensions4