Mining deeper meaning in consumer decision maps

Mining deeper meaning in consumer decision maps Purpose – The purpose of this paper is to gain deeper insight into the meanings that structure and impel consumer choice by overlaying findings from a metaphor elicitation study onto the results of a traditional means‐end laddering study. Design/methodology/approach – First, laddering interviews were conducted to elicit the reasons that structure the college choice decision of students. A second study using metaphor elicitation techniques surfaced additional meanings that constitute and connect students' thoughts and feelings about their experiences at the college. Together, the two modes of interviewing yield deeper insight into personal relevance and consumer choice than offered by either alone. Findings – Combining two modes of interviewing provides views at various levels of detail. Whereas laddering interviews use direct questioning to identify consumers' choice criteria, projective techniques rely on indirect questioning to surface the enduring and ephemeral feelings that charge consumer beliefs. Panning and zooming from the general structural overview provided by means‐end research to the nuance and detail surfaced by metaphor elicitation provides uncommon insight into the drivers of consumer choice. Research limitations/implications – The time, effort, skill, and expense required for data collection, analysis, and interpretation are non‐trivial and may limit adoption of the two study approach. Practical implications – The superimposition of metaphoric meanings onto consumer decision maps provides tremendous added value to managers aiming to enhance the creativity, relevance, and effectiveness of their marketing initiatives. Originality/value – Melding two interview methods adds depth to means‐end research and lends structure to projective associations. The deeper insights into personal relevance and choice benefit academics and practitioners alike. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Mining deeper meaning in consumer decision maps

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Publisher
Emerald Publishing
Copyright
Copyright © 2010 Emerald Group Publishing Limited. All rights reserved.
ISSN
1352-2752
D.O.I.
10.1108/13522751011078809
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to gain deeper insight into the meanings that structure and impel consumer choice by overlaying findings from a metaphor elicitation study onto the results of a traditional means‐end laddering study. Design/methodology/approach – First, laddering interviews were conducted to elicit the reasons that structure the college choice decision of students. A second study using metaphor elicitation techniques surfaced additional meanings that constitute and connect students' thoughts and feelings about their experiences at the college. Together, the two modes of interviewing yield deeper insight into personal relevance and consumer choice than offered by either alone. Findings – Combining two modes of interviewing provides views at various levels of detail. Whereas laddering interviews use direct questioning to identify consumers' choice criteria, projective techniques rely on indirect questioning to surface the enduring and ephemeral feelings that charge consumer beliefs. Panning and zooming from the general structural overview provided by means‐end research to the nuance and detail surfaced by metaphor elicitation provides uncommon insight into the drivers of consumer choice. Research limitations/implications – The time, effort, skill, and expense required for data collection, analysis, and interpretation are non‐trivial and may limit adoption of the two study approach. Practical implications – The superimposition of metaphoric meanings onto consumer decision maps provides tremendous added value to managers aiming to enhance the creativity, relevance, and effectiveness of their marketing initiatives. Originality/value – Melding two interview methods adds depth to means‐end research and lends structure to projective associations. The deeper insights into personal relevance and choice benefit academics and practitioners alike.

Journal

Qualitative Market Research: An International JournalEmerald Publishing

Published: Sep 7, 2010

Keywords: Qualitative methods; Interviews; Consumer research

References

  • A personal construct analysis of adaptive selling and sales experience
    Gengler, C.E.; Howard, D.J.; Zolner, K.
  • Revealing the expectations and preferences of complaining customers by combining the laddering interviewing technique with the Kano model of customer satisfaction
    Gruber, T.; Reppel, A.; Szmigin, I.; Voss, R.
  • Communicating a quality position in service delivery: an application in higher education
    Gutman, J.; Miaoulis, G.
  • Projective techniques for brand image research
    Hofstede, A.; Hoof, J.v.; Walenberg, N.; Jong, M.d.
  • Laddering: how (not) to do things with words
    Sorensen, E.B.; Askegaard, S.
  • Exploring the emotional territory for brands
    Woods, R.

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