PowerPoint Presentation

Climbing the Ladder to Your Ideal Audience Why Customer Values Matter

Laddering Why Customer Values MatterExerciseIntroductionUncovering Your Target Markets Lifestyle & MotivesPhase one: DO NOT WANTPhase two: DO WANT Examples & ClosingExercise Think of a medium or large purchase you recently made

Introduction to Laddering Why should we do it?To understand What attributes are importantWhat the customer loves about your productThe underlying reasons why they would purchase your product over another

Introduction to Laddering Which of following women can you more effectively cater to?

A married woman somewhere between the age of 30 to 45 with a college degree, a $50,000 yearly income, 2.6 kids, living in the Midwest or Southeast and who is a heavy user of your product. A mother of two who is nervous about turning 40 soon, spends 50+ hours a week at the office, is a neat freak who considers cleaning a hobby and spends much of her discretionary income on items for her homeIntroduction to Laddering What is it?Laddering: a technique by which the core attributes and values that drive product users are identified through a form of in-depth interviews

Prototyping: molding the insights from laddering interviews into distinct and workable descriptions of vivid consumer segments. Laddering How Do We Do It?There are two things about your audience you need to know:Why they do not buy your productWhy they really do buy your product

Phase one: DO NOT WANTHow do you collect this information?What kind of things will be discussed?How many people do I need to talk to?

Laddering How Do We Do It?How do you collect this information?What kind of things will be discussed?How many people do I need to talk to?

Phase two: DO WANTLaddering How Do We Do It?Channel your inner three-year-old and ask why over and over, but do it with genuine curiosity and frame it properly.

Oh, you like wide-mouthed trashcans?WHY?WHY?WHY?WHY?Phase two: DO WANTLaddering How Do We Do It?Be aware of the flow of conversation. Steer it, but dont take total control of it. The basic dos and donts of conducting any kind of qualitative research are a given before designing a laddering strategy

Phase two: DO WANTLaddering How Do We Do It?

Accomplishment AccountabilityAccuracyAdventureAll for one & one for allBeautyCalm, quietude, peaceChallengeChangeCharityCleanliness, orderlinessCollaborationCommitmentCommunicationCommunityCompetenceCompetitionConcern for othersConnectionContent over formContinuous improvementCooperationCoordinationCreativityCustomer satisfactionDecisivenessDeterminationDelight of being, joyDemocracyDisciplineDiscoveryDiversityDynamismEase of UseEfficiencyEnjoymentEqualityExcellenceFairnessFaithFaithfulnessFamilyFamily feelingFlairFreedom, LibertyFriendshipFunGenerosityGentlenessGlobal viewGoodwillGoodnessGratitudeHard workHappinessHarmonyHealthHonorHuman-centeredImprovementIndependenceIndividualityInner peace, calm, quietudeInnovationIntegrityIntelligenceIntensityJusticeKindnessKnowledgeLeadershipLove, RomanceLoyaltyMaximum utilization (of time, resources)MeaningMeritMoneyOnenessOpennessOther's point of view, inputsPatriotismPeace, Non-violencePerfectionPersonal GrowthPerseverancePleasurePowerPracticalityPreservationPrivacyProgressProsperity, WealthPunctualityQuality of workRegularityReliabilityResourcefulnessRespect for othersResponsivenessResults-orientedRule of LawSafetySatisfying othersSecuritySelf-givingnessSelf-relianceSelf-thinkingSensitivityService (to others, society)SimplicitySkillSolving ProblemsSpeedSpirit, Spirituality in lifeStabilityStandardizationStatusStrengthSucceed; A will to-Success, AchievementSystemizationTeamworkTimelinessToleranceTraditionTranquilityTrustTruthUnityVarietyWell-beingWisdom