Laddering is an approach to probing,asking respondents to compare differences between brands at different levels that produces distinctions at different levels.

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This is an accurate description of laddering, which is a qualitative research technique for eliciting underlying motives and values that drive consumer brand preferences. By breaking down a brand's attributes into different levels, such as functional features, emotional benefits, and personal values, laddering can reveal the connections between different levels and uncover the deeper meanings that consumers associate with certain brands. By asking respondents to compare the differences between brands at different levels, researchers can discover the unique selling proposition (USP) of each brand and identify opportunities for differentiation and competitive advantage.

Laddering Is an Approach to Probing,asking Respondents to Compare Differences