Brand Values - Laddering

Description

Laddering is a quantitative and qualitative technique for identifying and measuring personal values of relevance to consumers when making consumption decisions. Combining aspects of motivation and cognitive structure, the Laddering technique permits a qualitative interpretation of discourse, combined with a quantitative measure of the relevance of each chain of attributes, benefits and values.

MultiFocus is recognized as a specialist in Laddering. It launched the technique in the 1997 ESOMAR Congress in Rio de Janeiro with the paper “Laddering – An efficient tool for the formation of product positioning strategies and ways of communication" and has since undertaken more than 30 projects using it.

Survey Objectives

• Finding out about the competitive space of different products and brands
• Building the brand value architecture of a product or service
• Seeking paths for the development of new products, brands and packaging
• Discovering the identity of a brand and its consumers
• Defining the universe of values that the brand represents

Measures Tested

Analyzing the consumer’s motivation for a determined consumer behavior, taking into account the link between:

Data Collection

In-depth Personal Interviews

Minimum Recommended Sample

30 In-depth Personal Interviews, with at least 10 for each profile to be analyzed

Duration

4 to 6 weeks