Laddering: Unlocking the Potential of Consumer Behavior

Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm, and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is a regular contributor to CMO.com

“Laddering typically refers to a specific interviewing technique introduced by Reynolds and Gutman in the 1980s.”

This is not an introduction to the technique of laddering in consumer research. This book builds on the fundamentals laid down by Reynolds and gives examples of using it in real-world examples. I have personally found that using laddering and 5-whys leads to richer conversations and we can get to a depth of conversations that have helped me in several projects. In many projects that I am brought into to facilitate a turnaround or recover from a project that is faltering it is ofttimes due to a shallow understanding in the beginning.

Here is the Link to the Amazon book.