Topic: Laddering

Read the article about the “laddering” technique (link below).

Using the product category representing Billabong complete the following:

Write a series of questions to elicit differences among brands. Review interviewing techniques and prepare your “methodology.”

Complete two in-depth interviews.

Complete a content analysis with the Attributes, Consequences and Values identified.

Identifying at least two of the attributes, consequences and values, how might you use this information to improve marketing communications for your brand.

Write a brief analysis of your results and reflection on the interviewing experience. How would you improve your interviewing protocol in the laddering homework assignment?

http://www.classmatandread.net/class/qual/Laddering.pdf

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