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Laddering interview
A laddering interview is a specific type of interview where the interviewer purposely tries to reveal different layers of customer motivations, which are sometimes even unknown to the interviewees themselves.
The interview often starts with relating customer thoughts to certain products or features of those products. By consequently asking why customers act in a certain way related to a product, and subsequently questioning those answers (e.g. “why do you feel that way”) a ‘ladder’ of motivations reveals itself. The ladder exists of different levels, connecting product attributes to different levels of consequences (motivations, beliefs), leading all the way down to fundamental values underlying those motivations.
The values and motivations disclosed during the interviews can provide input for improving the marketing concept and brand story of an organization.
References
Reynolds, T. J., & Gutman, J. (2001). Laddering theory, method, analysis, and interpretation. In Understanding consumer decision making (pp. 40-79). Psychology Press.