case study: how and why to add laddering to your qualitative research

Laddering Up to New Product Success

A Case Study Using Familiar Tools

to Meet New Challenges

Presented by

Michele Zwillinger, Zwillinger ResearchNewMR Qualitative Research Event

March 28, 2012

Zwillinger Research www.zrglobal.com

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What is Laddering?

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= Why?


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Key Points

Many research applications

It’s simple – it’s just not easy

Presentation is critical to success

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Infiniti Product Development Case Study


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Research Objective

To determine which technology features currently in or being considered for the development pipeline supported the Infiniti brand

Infiniti Advanced Feature Adoption Plan

Infiniti Brand Pillars

Peace of Mind

R&D

BrandDriving

PleasureHospitality

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Project Steps

ReportVisual outputAnalysisData collectionGuideScreener/RecruitProposalBidDiscussion with client

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Example of Concepts Used: Around View Monitor

Four independent video imagesOne overhead image of

vehicle’s parking position

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Guide

Why is that important to you? (Repeat)

Describe Automotive Feature

Interested?/No/Why not; Yes/Benefits?

Physical Consequences?Emotional Consequences?


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Data Collection

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Laddering Template

Feature Code: AVP – Around View Monitor

Level 1 Perceived Benefit: Video cameras make

blind spots more visible

Level 2 Physical Consequence: Won’t back into/

destroy something

Level 3 Emotional Consequence: Damage to car

car (mine/someone else's) is stressful

Level 4 Core Value: Peace of Mind

Feature Code: AVP – Around View Monitor

Level 1 Perceived Benefit: Video cameras make

blind spots more visible

Level 2 Physical Consequence: Won’t back into/

destroy something

Level 3 Emotional Consequence: Damage to car

car (mine/someone else's) is stressful

Level 4 Core Value: Peace of Mind

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Analysis: Infiniti Feature Core Values

Accomplishment

Emotional Security

Freedom/Independence

Hedonistic Compassion

Peace of Mind

Pleasure

Self-esteem3/28/2012


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AVP Partial Spreadsheet# Perceived

BenefitsPhysical Consequences

EmotionalConsequences

Core Values

11 Camera more accurate than sensor

Avoid hitting or running into somethingEasier to park

Concern about other’s safetyConcern about repair costs

Peace of mind

13 Video cameras making blind spots more visible

Won’t back into somethingWon’t destroy somethingDriving/parking easier/safer

Bad back; hard to turn neckDamage to car is stressfulConcerned about harming someone

Peace of mind

5 Eliminates blind spot

Relieves pain in neck

No worryNo restrictionsSafety, etc.Be happy RelaxedLive life to the fullest

Peace of mind+ Pleasure-

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Presentation

• Charted findings (substitute for HVM)

• Graphic superimposed 7 Core Values over the Infiniti Brand Pillars

• Diagramed how each of the 25 features supported each Pillar

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AVP Benefits & Core ValuesCore Value Peace of Mind (N=21)

EmotionalConsequences

SafetyLess stressNo injury to kids/peopleConcern about property damageConcern about monetary loss

Physical Consequences

Avoid hitting someone or something Avoid damage to own car or other carEasier/better parking - Easier/safer backing upFewer accidentsEliminates blind spotsSee someone lurking around car/security in surroundings

Perceived Benefits

Monitor vehicle surroundings/perimeter of carExterior cameras show blind spots360 degree visionOverhead image

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Hospitality

Hedonistic Compassion

Emotional Security

Peace of Mind

Peace of Mind

Emotional Security

Self-esteem

Driving PleasurePleasure

Accomplishment

Self-esteemFreedom/

Independence

Relationship of Core Values to Infiniti Pillars

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Hospitality

GLHPCHPKHNTDCAHADHCTHAAP

Peace of Mind

PSH RODMAH SSH

CAH CTH

SOD NODCVP HDP

LSH ITDAVP CODPCP NTDRTD PKHADH ASP

Driving Pleasure

ASPIODRTDNTDGLHITDPCHCOD

Relating Features to Infiniti Pillars

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Research Application:Feature Prioritization Process

Step 2: Weighted Evaluation

Step 1: Review of each Feature Summary Ladder from the Research

Breadth of Support of Core Customer Values

Breadth of Emotional Consequences

Clarity of Feature’s Benefit to the Consumer

Appeal to Respondent (i.e. like or dislike)

Breadth of Support of Core Customer Values

Breadth of Emotional Consequences

Clarity of Feature’s Benefit to the Consumer

Appeal to Respondent (i.e. like or dislike)

Result = Three Tiers of Features Emerged

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Impact on Feature Adoption Plan

Research provided to Nissan Motor Limited on Infiniti Advanced Features

Features in development were evaluated based on the research results, competitor assessment, feasibility investment, and production costs

Features were included in Infiniti vehicles sold in the US

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Success!

Popular Mechanics 2008 Breakthrough Award-Around View Monitor

Popular Science 2008 “Best of What’s New”-Around View Monitor

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Contact us to continue the dialog:Michele Zwillinger, PRC Zwillinger Research+1-818-906-7562

[email protected]

mailto:[email protected]

case study: how and why to add laddering to your qualitative research

Business

research objectiveto

michele zwillinger

based onthe research

view monitor level

emotional consequences

stressful level

feature adoption planresearch

feature summary ladder