Hamza Butt, CC-BY 2.0

The laddering method is an interview technique used to discover the underlying reasons for people’s views about a product or service. Most people can easily articulate what they do or don’t like about a product or service regarding its basic attributes. However, it is more difficult to identify the reasons; how the direct consequences of these attributes affect them and how this relates to their values. This is what the framework of the laddering method offers.

Continued on pages 96–97 of Design. Think. Make. Break. Repeat.