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Laddering is a qualitative technique designed to trace the underlying attitudes, feelings and emotions behind the user behaviours. it begins with a simple question, followed repeatedly with questions probing the response. once we get familiar with this technique, we naturally won't stop at the surface dimension and we will probe for the deeper meaning inside the user think and feel.
4.1/ funny and lively 5-WHYs demo
4.1/ funny and lively 5-WHYs demo
4.2/ khun Som likes Flaming Hot chips
what does Fay's Flaming Hot mean to khun Som ?
what is the value deep inside the mind of khun Som ?
what are her cognitive attitude, her affective attitude, and her behaviour attitude ?
4.3/ nong Gam uses iPhone face time
what does iPhone FaceTime mean to nong Gam ?
what is the value deep inside nong Gam ?
what are her cognitive attitude, her affective attitude, and her behaviour attitude ?
what are the functions and features in this discussion ?
4.4/ khun Pla answers her friend's call while driving
what does answering call while driving mean to khun Pla ?
what is the value deep inside khun Pla ?
please describe precisely her cognitive attitude, her affective attitude, and her behaviour attitude
what are the trade-off value decisions in this context ?
4.5/ we don't have to ask 5 times why questions !!
in this laddering technique demonstration, the questions from the interviewer were very direct, concise, and precise; he managed to find what he wanted in 3 WHY questions. well, he only needs to know the preference of the interviewee and why; he doesn't probe the meaning to the user.
by the way, they refer to a Mexican beer - Corona Beer, but not the coronavirus.
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