Laddering technique

Rutgers: Marketing Research

Laddering Technique

(Extra Credit Assignment)

Camera

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Better Quality Video

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Better Content for YouTube

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Grow My Audience

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Gain More Subscribers/Views

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Collect Ad Revenue

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Make YouTube a Full Time Job

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Earn a living doing what im passionate about

Insights: I found this technique for continuously digging deeper by constantly asking “why” (the

5 why’s approach) allowed me to collect information about an activity (purchase) that I would

not have otherwise known. Without this technique I would have simply assumed that my friend

bought a new camera so that she could have better quality videos (my first “why”), and my initial

assumption of that statement was that she wanted a camera that would be able to capture her

favorite moments, perhaps when she is on vacation or with family…maybe with artistic pursuits,

but I would have never imagined that she made the purchase with the ultimate intent of

pursueing a new lifestyle altogether (my seventh “why”). My only concerns with this technique

is the somewhat obnoxious and intrusive nature of it. To continuously ask an individual “why”

seems like it can become irritating for the individual, as if you plan to evaluate their purchase

decision after your endless line of questioning, something they most likely were not looking for.

Additionally, as you dig down things become for personal, almost intimate, and could cause

hesitation or a full shut down in responses.

Managerial Actions: I would recommend to the marketing managers of this particular camera

brand that they should think about the entrepreneur customers that are out there and not just the

niche market of professional videographers or the novice vacation goer. Perhaps they can

collaborate with other companies to provide efficient and cost effective kits to starting something

like a YouTube channel (one thats built around quality video and sound). An example of a kit

could include the camera, tripod, lights, microphone, carrying bag, etc… Additionally, they can

do a better job of marketing the camera as a change in the customers overall health, wealth, and

happiness, as opposed to just marketing the video quality and the good times captured with it. I

think if they were able to successfully encapsulate this idea through various marketing mediums

then my initial thought to someone buying a new camera may not be video quality, but instead a

change in lifestyle, a step towards ones goals/dreams.