Ladder method

Ladder method or laddering - a survey method used in marketing research , one of the methods of partially standardized quality surveys . The purpose of ladding is to establish causal relationships between the properties (attributes) of a product or brand , the benefits of use (consequences) and the values ​​of consumers. For example, a housewife can buy expensive laundry detergent to meet the need for a clean, tidy appearance (benefit). The value guideline that determines the choice of a brand / product is the desire to be an exemplary wife and mother and thus earn respect in society. Another motive (benefit) may be the preservation of the original color of the linen and the need to look fashionable. For the last benefit, there are already other value orientations - for example, the desire to stand out from the crowd.

The survey takes place in this way: the interviewer asks the question: “Why are you buying this product / brand?” The respondent answers, after which the interviewer asks the question: “Why?”, “Why?”, Etc. Thus, the level of abstraction is constantly increasing - hence the name of the method.

The method is based on the means-end-chain theory developed by T.J. Reynolds and J. Gutman.

Based on the data collected, a Relationship Diagram can be constructed that reflects the frequency of relationships between various properties, benefits, and values. The most common connection paths can be used, for example, to position brands.

The problem with this procedure is that respondents can start to think of reasons and try to explain their behavior even if in fact their decisions are familiar or poorly understood (for example, in the case of impulsive, spontaneous purchases ). Accordingly, this method makes sense to apply only to goods with a high level of (rational) consumer engagement.