Ladder interview

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A ladder interview is an interviewing technique where a seemingly simple response to a question is pushed by the interviewer in order to find subconscious motives. [1] [2] [3] This method is popular for some businesses when conducting research to understand the product elements personal values for end user. [4]

Contents

Example

The technique begins with a simple question, and then another question is asked about that response. For example, an interviewer may ask: "How come you skipped class?" and the response may be: "I went out with my friends". The next question would be something like "Why did you go out with your friends?". Essentially, the format is as follows: [5]

Interviewer: "Why x?"
Subject: "Because z"
Interviewer: "Why z?"
Subject: "Because b"
Interviewer: "Why b?"

The first responses are generally functional justifications, like "I went out with my friends because I wanted some pizza", or "I wanted some pizza because I used to eat it as a child"; but eventually the interviewer hopes to reach a virtue justification like "It's good to be childish". Then it is fair to conclude that the interviewee skipped class because he valued childishness.

History

Introduction to laddering theory

Thomas J. Reynolds and Jonathan Gutman were the founders and pioneers of the laddering theory. Originally, laddering came from consumer research, laddering is derivative from the Means-End Theory as proposed by Gutman. Means-End Theory states that people choose a product because it contains attributes (the means) that are instrumental in achieving the desired consequences and fulfilling values (the ends). To put it another way, consumer behaviour is dependent on how the user perceives certain product attributes, these are likely to have certain desired consequences, which are also seemingly beneficial to their individual values. This means that the common generic means-end chain consists of attributes (A), consequences (C) and values (V). [6]

Usage in marketing technique

This technique is used for marketing in order to see what values inspire the consumption of the particular product. A chocolate bar producer would do this test so they can match the most common terminal virtue to their product in an advertisement. For example, the virtue of justice, or a virtue of efficiency, or in the above example, the virtue of childhood.

The Laddering technique allows businesses get to know their customers better by asking them simple direct questions. [7]

The interview environment

In the beginning of the interview process, the interviewer should build good rapport with the interviewee. Making the respondent aware that they will not be judged for their right and wrong answers. By adapting this technique of environment the purpose of the laddering interview can be accomplished. [8]

Two basic problems of laddering

Before getting into this specifics of interviewing techniques, it is important to identify the problems associated with laddering. The two most common problems are outlined below. [9]

Strengths and weaknesses of laddering

Strengths

Some of the plus points of the laddering technique is that it provides reasoning behind certain behaviors and or choices. [10] Laddering is a way to draw out a response or answer from someone that might not be revealed through other conventional methods. [11]

Weaknesses

This form of technique can very be tiring and or boring for the interviewee as the same questions are asked over and over again.

Another weakness is the interviewee may find the questions very difficult and the answers can be less reliable.

Features of laddering in qualitative marketing

This process seeks to understand why goods and services are bought by people. [12]

Further reading

Related Research Articles

Behavior or behaviour is the actions and mannerisms made by individuals, organisms, systems or artificial entities in conjunction with themselves or their environment, which includes the other systems or organisms around as well as the (inanimate) physical environment. It is the computed response of the system or organism to various stimuli or inputs, whether internal or external, conscious or subconscious, overt or covert, and voluntary or involuntary.

Marketing research is "the process or set of processes that links the producers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications."

Interview Structured series of questions and answers

An interview is essentially a structured conversation where one participant asks questions, and the other provides answers. In common parlance, the word "interview" refers to a one-on-one conversation between an interviewer and an interviewee. The interviewer asks questions to which the interviewee responds, usually so information is offered by the interviewee to interviewer -- and that information may be used or provided to other audiences, whether in real time or later. This feature is common to many types of interviews -- a job interview or interview with a witness to an event may have no other audience present at the time, but the answers will be later provided to others in the employment or investigative process.

Qualitative marketing research involves a natural or observational examination of the philosophies that govern consumer behavior. The direction and framework of the research is often revised as new information is gained, allowing the researcher to evaluate issues and subjects in an in-depth manner. The quality of the research produced is heavily dependent on the skills of the researcher and is influenced by researcher bias.

Consumer behaviour determinants of consumer behaviour

Consumer behaviour is the study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer's emotional, mental and behavioural responses that precede or follow these activities. Consumer behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area.

A prosumer is a person who consumes and produces a product. The term is derived from prosumption, a dot-com era business term meaning "production by consumers". These terms were coined in 1980 by American futurist Alvin Toffler, and were widely used by many technology writers of the time. The term has since come to refer to a person using commons-based peer production. Technological breakthrough has fastened the development of prosumption. With the help of additive manufacturing techniques, for example, co-creation takes place at different production stages: design, manufacturing and distribution stages. It also takes place between individual customers, leading to co-design communities. Similarly, mass customisation is often associated with the production of tailored goods or services on a large scale production. This increase in participation has flourished following the increasing popularity of Web 2.0 technologies, such as Instagram, Facebook, Twitter and Flickr. This rise in user participation blurs the line between production and consumption activities, with the consumer becoming a prosumer.

Relationship marketing is a form of marketing developed from direct response marketing campaigns that emphasizes customer retention and satisfaction rather than sales transactions. It differs from other forms of marketing in that it recognises the long-term value of customer relationships and extends communication beyond intrusive advertising and sales promotional messages. With the growth of the Internet and mobile platforms, relationship marketing has continued to evolve as technology opens more collaborative and social communication channels such as tools for managing relationships with customers that go beyond demographics and customer service data collection. Relationship marketing extends to include inbound marketing, a combination of search optimization and strategic content, public relations, social media and application development.

Repertory grid interviewing technique

The repertory grid is an interviewing technique which uses nonparametric factor analysis to determine an idiographic measure of personality. It was devised by George Kelly in around 1955 and is based on his personal construct theory of personality.

Job interview interview for a job

A job interview is an interview consisting of a conversation between a job applicant and a representative of an employer which is conducted to assess whether the applicant should be hired. Interviews are one of the most popularly used devices for employee selection. Interviews vary in the extent to which the questions are structured, from a totally unstructured and free-wheeling conversation, to a structured interview in which an applicant is asked a predetermined list of questions in a specified order; structured interviews are usually more accurate predictors of which applicants will make suitable employees, according to research studies.

Upselling is a sales technique where a seller induces the customer to purchase more expensive items, upgrades or other add-ons in an attempt to make a more profitable sale. While it usually involves marketing more profitable services or products, it can be simply exposing the customer to other options that were perhaps not considered. In practice, large businesses usually combine upselling and cross-selling to maximize profit.

Global marketing is “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives".

Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing.

Semi-structured interview

A semi-structured interview is a method of research used most often in the social sciences. While a structured interview has a rigorous set of questions which does not allow one to divert, a semi-structured interview is open, allowing new ideas to be brought up during the interview as a result of what the interviewee says. The interviewer in a semi-structured interview generally has a framework of themes to be explored.

" Youth Marketing" is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 11 to 35. More specifically, there is the teen marketing, targeting people age 11 to 17, college marketing, targeting college-age consumers, typically ages 18 to 24, young adult marketing, targeting youngsters use professionals, typically ages 25 to 34.

Unstructured interview Interview in which questions are not prearranged.

An unstructured interview or non-directive interview is an interview in which questions are not prearranged. These non-directive interviews are considered to be the opposite of a structured interview which offers a set amount of standardized questions. The form of the unstructured interview varies widely, with some questions being prepared in advance in relation to a topic that the researcher or interviewer wishes to cover. They tend to be more informal and free flowing than a structured interview, much like an everyday conversation. Probing is seen to be the part of the research process that differentiates the in-depth, unstructured interview from an everyday conversation. This nature of conversation allows for spontaneity and for questions to develop during the course of the interview, which are based on the interviewees' responses. The chief feature of the unstructured interview is the idea of probe questions that are designed to be as open as possible. It is a qualitative research method and accordingly prioritizes validity and the depth of the interviewees' answers. One of the potential drawbacks is the loss of reliability, thereby making it more difficult to draw patterns among interviewees' responses in comparison to structured interviews. Unstructured interviews are used in a variety of fields and circumstances, ranging from research in social sciences, such as sociology, to college and job interviews. Fontana and Frey have identified three types of in depth, ethnographic, unstructured interviews - oral history, creative interviews, and post-modern interviews.

Product Planning is the ongoing process of identifying and articulating market requirements that define a product's feature set. Product planning serves as the basis for decisions about price, distribution and promotion. Product planning is the process of creating a product idea and following through on it until the product is introduced to the market. Additionally, a small company must have an exit strategy for its product in case the product does not sell. Product planning entails managing the product throughout its life using various marketing strategies, including product extensions or improvements, increased distribution, price changes and promotions.

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers. Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope and the establishment of a firm's desired social media "culture" and "tone."

Netnography, an online research method originating in ethnography, is understanding social interaction in contemporary digital communications contexts. Netnography is a specific set of research practices related to data collection, analysis, research ethics, and representation, rooted in participant observation. In netnography, a significant amount of the data originates in and manifests through the digital traces of naturally occurring public conversations recorded by contemporary communications networks. Netnography uses these conversations as data. It is an interpretive research method that adapts the traditional, in-person participant observation techniques of anthropology to the study of interactions and experiences manifesting through digital communications.

Native advertising is a type of advertising that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial. The word "native" refers to this coherence of the content with the other media that appear on the platform.

Interview (research) research technique

An interview in qualitative research is a conversation where questions are asked to elicit information. The interviewer is usually a professional or paid researcher, sometimes trained, who poses questions to the interviewee, in an alternating series of usually brief questions and answers. They can be contrasted with focus groups in which an interviewer questions a group of people and observes the resulting conversation between interviewees, or surveys which are more anonymous and limit respondents to a range of predetermined answer choices. In addition, there are special considerations when interviewing children. In phenomenological or ethnographic research, interviews are used to uncover the meanings of central themes in the life world of the subjects from their own point of view.

References

  1. ↑ "Laddering: A Research Interview Technique for Uncovering Core Values :: UXmatters". www.uxmatters.com. Retrieved 2019-05-10.
  2. ↑ "Laddering: A Technique to Find Out What People Value". B2B International.
  3. ↑ "Method 19 of 100: Laddering Questions". Designing the User Experience at Autodesk. Retrieved 2019-05-10.
  4. ↑ "ladder interview techniques" (PDF).
  5. ↑ "15 Tips on How to Nail a Face-to-Face Interview". blog.pluralsight.com. Retrieved 2015-11-05.
  6. ↑ "Founders of laddering theory" (PDF). Archived from the original (PDF) on 2016-01-31. Retrieved 2015-11-05.
  7. ↑ "Brainstorm Technique: Laddering - Andy Eklund". Andy Eklund. Retrieved 2015-11-05.
  8. ↑ "Classmatandred" (PDF).
  9. ↑ "Vohs&Co - VClub - Interview Techniques". www.vohsandco.com. Retrieved 2015-11-05.[ permanent dead link ]
  10. ↑ "One to One Job Interview - CVTips.com". www.cvtips.com. Retrieved 2015-11-05.
  11. ↑ "Laddering Questions Drilling Down Deep and Moving Sideways in UX Research". The Interaction Design Foundation. Retrieved 2019-05-10.
  12. ↑ "How to Use Laddering in Qualitative Marketing Research". www.focusgrouptips.com. Retrieved 2015-11-05.


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