Laddering. An efficient tool for the formation of product positioning strategies and ways of communication

Ana Martins De Andrade Meirelles Reis

The study aims to demonstrate, first, the importance of a data assembly and analysis technique called 'laddering' to the detection of subjective values associated to a product, brand or packaging; and secondly, from experience with the use of this technique, to illustrate how this kind of detection can contribute to the formation of strategies for product positioning and lines of communication.

Laddering. An efficient tool for the formation of product positioning strategies and ways of communication

Ana Helena Martins De Andrade Marseilles Reis Grupo de Assessoria e Pesquisa, Brazil

WHEN THE SEARCH FOR AN ALTERNATE CONSUMER APPROACH IS FUNDAMENTAL TO RESEARCH SUCCESS

In their decisions regarding which products, brands, packaging or services to choose, in a competitive market, consumers select a course of action or a way to reach certain objectives.

One of the greatest challenges the researcher has is to discover which are the criteria used in their choice, and how these criteria relate to some personal objectives, in...

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