An interviewing technique that reveals connections between a product’s characteristics and personal values

  • It builds on Means–End Theory, which posits that people make purchasing decisions based on consequences afforded by using the product.
  • Connects a product’s obvious physical characteristics to values by repeatedly asking “Why” questions.
  • As the conversation builds on itself to reveal what a person values, the “ladder” is constructed that connects product attributes to the consequences and to the individual’s values.
  • Consequences are the benefit or the impact that the product has on a person and reveal another layer about what is important.
  • Values expose the root cause behind why a product resonates profoundly with a person.
  • Seven values are often the motivation behind purchasing behavior: self-esteem, accomplishment, belonging, self-fulfillment, family, satisfaction, and security.

More Readings,

It is a form of qualitative research consisting of interviews in which a group of people are asked about their perceptions, opinions, beliefs, and attitudes towards a product, service, concept, advertisement, idea, or packaging. Gauging opinions...

A tendency to interpret shaded or dark areas of an object as shadows resulting from a light source above the object. Humans are biased to interpret objects as being lit from a single light source from above. This bias is found across all age range...

Scenarios describe the stories and context behind why a specific user or user group comes to your site.  They note the goals and questions to be achieved and sometimes define the possibilities of how the user(s) can achieve them on the site. A ...

Design ethnography is ethnographic qualitative research set within a design context. It delivers results that inform and inspire design processes, for instance service design processes. It offers reference material about people's everyday life; thei...

Usability Testing refers to evaluating a product or service by testing it with representative users. Typically, during a test, participants will try to complete typical tasks while observers watch, listen and takes notes.  The goal is to identify an...

Content analysis is a research method for studying documents and communication artifacts, which might be texts of various formats, pictures, audio or video. Social scientists use content analysis to examine patterns in communication in a replicable a...