the Laddering Technique

The Laddering Technique is a method used in research and marketing to uncover the deeper reasons behind people's preferences or choices. It involves asking a series of questions that connect specific product features to the personal values or benefits they provide. By gradually "climbing" from concrete attributes to abstract motivations, businesses can better understand what truly matters to consumers. This insight helps create products, messages, and experiences that resonate on a more meaningful level, fostering stronger customer relationships and improved decision-making.