Contents
Product Was Tangible; Information Was Scarce
Customization and the “Experience Economy”
Chapter 2: The Need for Laddering
The Answer: Laddering Your Consumer
Laddering Is Continual Learning
Laddering Uncovers Relationship
Laddering Establishes a Common Language
The Need for Laddering the Consumer
Laddering in a User-Centered World
Laddering Understands the Consumer’s Context
The Inadequacy of Focus Groups
You Cannot Use Online Surveys to Conduct True Laddering
Start with What You Already Know
Chapter 4: The Steps to Laddering
Step 1: Have a Broad Conversation
Step 2: Document Their Environment
Step 3: Talk to Enough Consumers Until You Have Talked to Enough Consumers
Step 4: Make Sure You Are Talking to the Right Person (or People)
Step 5: Keep Your Data and Your Information Clean
Step 6: Keep the Conversation on the Topic at Hand; Avoid Distractions
Step 7: Your Results Should Make Sense at a High Level
Chapter 5: Confirming and Fine-Tuning Your Ladders
Talk to the Expert—the Consumer—to Confirm the Clusters
Listening to and Learning from the Clusters
The Importance of Transitional Clusters for Reach
Chapter 6: Latticing: Finding the Overlap in Ladders
Take into Account Standard Demographics
Can a Consumer Move between Clusters?
Using the Lattice for Better Measurement
Breaking Down Internal Barriers
Influence and Affirmation Has Changed the Buyer’s Journey
Stop Trying to Change Consumer Behavior
Staying Top of Mind versus Acquisition and Support
Content Source and Distribution Are Paramount
Identify the Primary and Secondary Clusters
The Result—Actionable Project Briefs, Product Roadmaps, and RFPs
Chapter 8: Practical Application of Laddering
Bringing the Consumer DNA to Life
Practical Applications of Laddering Knowledge
The Control of Consumer Preference
Not Buying a Product; Buying My Product
The Rise of Perfectly Imperfect
Desire for Connection and Authenticity
Less Control over Entry Point and Multichannel