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Laddering: A Research Interview Technique for Uncovering Core Values

Got this link from ColumnTwo on yet another research technique called laddering.

"Asking Why? during research interviews seems rather obvious and straightforward. I have always tried to make it a point to structure my research interview scripts to ask Why? when following up on questions I’ve asked participants. However, the Means End Chain theory and the laddering method provide a focus and a direction for the Why? questions. While the actual implementation of the laddering technique may be difficult and cumbersome, I found a general awareness of the goals for asking Why? to be helpful. My hope is that using the essential concepts of the laddering technique will help me uncover people’s root consequences and values, providing insights that I can leverage in my design projects."

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