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What is Laddering Technique in Interviews about?
The laddering technique is used to understand how people organize concepts about a topic through a structured interview process using probes. It elicits both lower-level attributes and higher-level values and priorities. The interviewer focuses the discussion around a specific topic, product, or situation and uses "why" questions to peel back layers of meaning. This reveals a ladder of concepts for the interviewee from attributes to consequences to more abstract values. Laddering interviews provide insight
- Author
- Alexandra Alex
- Language
- EN