What is laddering?

Laddering is an interview technique that begins with broad questions and gradually narrows down to more specific ones. This approach is used to uncover deeper insights into a person's thoughts, feelings, and motivations regarding a particular product or service. By starting off with general questions, the interviewer encourages the respondent to express their initial perceptions and experiences, creating a broad understanding of their perspective. As the interview progresses, more focused questions are asked to explore the reasoning behind these initial thoughts, which can reveal the hierarchies of values, benefits, and attributes that influence decision-making. This method is particularly valuable in qualitative research, as it allows for a rich exploration of underlying consumer needs and perceptions.