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...