Utilizing Laddering in Your Customer Discovery Interviews

The first step in the laddering process is identifying your product’s or service’s primary benefit or values. Ask probing questions such as “why would you choose this product or service?” and “why is this important?” to understand the customer’s motivations. Once you have identified the primary benefit or value, create a category ladder to identify Read More …

Customer Value Mapping is a Qualitative Approach

Customer value mapping is a qualitative approach that looks at the perceived value of a product or service from the customer’s perspective. What is customer value mapping? Customer value mapping is a qualitative approach that looks at the perceived value of a product or service from the customer’s perspective. This article will cover the following Read More …