research

Analyzing the Chain of Why to Understand Your Customers' Behavior

Analyzing the Chain of Why to Understand Your Customers' Behavior

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.