Consumers don’t answer questions at a deep level when you initially ask them why they bought or would buy a product. How do you tap into their psyche to get at those underlying motivations? The Means-End approach uses laddering to get to the underlying “why” behind the interviewee’s purchasing decision, and could be your solution.
How well do you really know your target audience? The reality is that most marketers don’t. But understanding your customers is critical to delivering the best customer experience, serving up the right product, or whatever your intended business objective may be. You can’t positively impact your business if you don’t everything about them.