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Laddering is an interviewing interviewing technique which allows the interviewer to understand how someone perceives a concept, a product or a particular brand. Laddering Interviews are based on the Means-End Chain theory which enables us to identify and map the participants’ distinctions and attitudes when making decisions. Laddering utilizes an in-depth, qualitative and structured individual or group dialogue. Results of the interviews - A hierarchical commonly held values map of the group that was interviewed. TACK’s in-depth research employs the Laddering methodology. The model enables us to conduct an in-depth assessment of feelings and attitudes of a population relative to the layers of their subconscious experiences. The methodology avoids the problem of drawing premature conclusions based on individual’s disclosures and places greater importance on the subconscious layers during the initial assessment stages. |
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