A qualitative interview technique that uses iterative "why" questions to uncover the underlying values and motivations behind user preferences and decisions.
Definition: A qualitative interview technique that uses iterative "why" questions to uncover the underlying values and motivations behind user preferences and decisions.
A laddering interview is a structured qualitative technique rooted in Means-End Chain theory. The interviewer starts with a concrete product attribute or user preference and repeatedly asks "why is that important to you?" to move up a chain from attributes → consequences → personal values.
A Core Method of structured asking designed for deep exploration of user needs, behaviors, and motivations. Distinguished from casual conversation by its defined goals, protocol, and systematic approach.
A longitudinal research method where participants log their experiences over an extended period. Captures in-the-moment feedback that overcomes memory limitations and reveals patterns over time.