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Laddering: Unlocking the Potential of Consumer Behavior

Book Description

Marketing and product development best practices for a fragmented economy

The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service.

Use Laddering techniques to map your customer's DNA and understand why consumers buy from you.

  • Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs

  • Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate

  • 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 and he is regularly contributor to

You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. Laddering offers the tools and knowledge you need to thrive.

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Dedication
  6. Preface
  7. Chapter 1: History
    1. Edward Bernays
    2. The Problems of Production
    3. The Opportunity
    4. The Rise of Mass Media
    5. Keeping Up with the Joneses
    6. Product Was Tangible; Information Was Scarce
    7. Population Was on the Rise
    8. Customization and the “Experience Economy”
  8. Chapter 2: The Need for Laddering
    1. The Answer: Laddering Your Consumer
    2. Laddering Is Continual Learning
    3. Laddering Uncovers Relationship
    4. Laddering Is Long Lasting
    5. Laddering Establishes a Common Language
    6. Laddering Uncovers Influence
    7. The Need for Laddering the Consumer
  9. Chapter 3: Laddering Defined
    1. Laddering in a User-Centered World
    2. Laddering Understands the Consumer’s Context
    3. The Inadequacy of Focus Groups
    4. You Cannot Use Online Surveys to Conduct True Laddering
    5. Start with What You Already Know
  10. Chapter 4: The Steps to Laddering
    1. Step 1: Have a Broad Conversation
    2. Step 2: Document Their Environment
    3. Step 3: Talk to Enough Consumers Until You Have Talked to Enough Consumers
    4. Step 4: Make Sure You Are Talking to the Right Person (or People)
    5. Step 5: Keep Your Data and Your Information Clean
    6. Step 6: Keep the Conversation on the Topic at Hand; Avoid Distractions
    7. Step 7: Your Results Should Make Sense at a High Level
  11. Chapter 5: Confirming and Fine-Tuning Your Ladders
    1. Blue-Sky Brainstorming
    2. Talk to the Expert—the Consumer—to Confirm the Clusters
    3. Create Targeted Questions
    4. Quantifying the Clusters
    5. Listening to and Learning from the Clusters
    6. The Importance of Transitional Clusters for Reach
  12. Chapter 6: Latticing: Finding the Overlap in Ladders
    1. Take into Account Standard Demographics
    2. Common Consumer DNA
    3. Look for Overlap
    4. Building the Construct
    5. Can a Consumer Move between Clusters?
    6. Using the Lattice for Better Measurement
  13. Chapter 7: Lensing
    1. Understanding Your Brand
    2. Breaking Down Internal Barriers
    3. Influence and Affirmation Has Changed the Buyer’s Journey
    4. Stop Trying to Change Consumer Behavior
    5. Staying Top of Mind versus Acquisition and Support
    6. Content Source and Distribution Are Paramount
    7. Identify the Primary and Secondary Clusters
    8. The Result—Actionable Project Briefs, Product Roadmaps, and RFPs
  14. Chapter 8: Practical Application of Laddering
    1. Bringing the Consumer DNA to Life
    2. Practical Applications of Laddering Knowledge
  15. Chapter 9: The Way Forward
    1. The Control of Consumer Preference
    2. Not Buying a Product; Buying My Product
    3. Creating My Own Experience
    4. The Rise of Perfectly Imperfect
    5. Desire for Connection and Authenticity
    6. Less Control over Entry Point and Multichannel
    7. The Rising Phenomenon of the Unseen Brand
    8. It’s about Relationship
  16. Index