MP3_Laddering

MP3 Laddering Table of Contents Laddering………………………………………………………………………………….2 HVM……………………………………………………………………………………....4 Attributes…………………………………………………………………………………..5 Consequences……………………………………………………………………………...8 Values……………………………………………………………………………………..17 MECCAS………………………………………………………………………………….21 References…………………………………………………………………………………23 Laddering As a definition, laddering is an in-depth interview which takes attributes, values and consequences of a product and makes a “ladder” out of the answers that the interviewee gives. It tries to uncover consumers’ motivations underlying the importance of a products key attributes. Similar to something like this: Values time, music, player, songs, level, mp3, being, product, people, money, listening, because, able, memory, linked, excitement, entertainment, better, whenever, value, state, self-esteem, person, one, less, important, hvm, having, feel, device, consumer, consequences, certain, about