Laddering Interview Assignment
Consumer Behavior
Purpose of Assignment
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Write My Essay For Me- Understand that all consumer purchases can be traced to underlying motivations (values, goals, needs).
- Get hands-on experience with conducting a laddering interview.
Instructions
- Conduct a laddering interview with a consumer of your choice on one of their favorite brands. Steps outlined below.
- The process you go through to do this assignment will be a lot less structured than your other assignments since this is qualitative research. So, allow yourself some creativity and freedom.
Interview Steps
Take good notes or record your interview so you can analyze it later. During the interview, reflect back what you’re understanding to make sure you are on the right track. Also, ask questions like, “Can you tell me more?” or “Is there anything else that is coming up?” to make sure you’re going deep enough. Silence and pausing can also help your consumer dig deeper on their own.
- Step 1: Choose a Consumer and Brand
Choose a consumer who is very loyal to a particular brand. You are likely to find “juicer” underlying motivations if they brand is not preferred for purely functional reasons.
- Step 2: Generate Alternate Brands List
Ask consumer to list a few other brands in the same category that they specifically would not purchase or do not like.
- Step 3: Generate Distinguishing Attributes
Ask consumer what the differences are between their brand and the brands listed in Step 2. They should list as many as they can; give them time and ask, “anything else?” Then, they can indicate which 2-4 are the most important to them.
- Step 4: Researcher Chooses Focal Attributes
Choose which attributes you want to dig deeper on. Give yourself some time to choose those attributes you think have the most potential for yielding unique underlying motivations.
Step 5: Discover MotivationsAsk questions to uncover the means-end chains for each of the focal attributes. In other words, what are the associated functional and/or psychosocial consequences and the underlying motivations for each attribute? I’ve pasted the slides talking about various motivations below for your convenience. Do not skip straight to needs but try to pause on values and goals as well. Experiment
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