Consumption laddering mapping

OVerview

Consumption laddering mapping identifies the core psychological drivers behind consumer decisions, translating these into a strategic framework that enhances product positioning and brand messaging. This analysis provides a detailed hierarchy of consumer values and motivations, directly informing branding and advertising strategies.

METHODOLOGY

Briefing

  • Understanding client requirements and research parameters.

Data collection

  • Design and conduct structured interviews.

  • Collect data from relevant secondary sources with priority of more conceptual researches.

Metrics 

  • Decision-making hierarchy / map

  • Motivational drivers index

  • Barrier identification rate

Data analysis & results

  • Laddering analysis to identify consumer decision-making processes (infographics, data tables)

  • Qualitative analysis to uncover motivations and concerns  (summary, insights, quotes).

Report

  • Summary report in PPT format 

  • Key insights, visualizations, recommendations, consulting by strategic planning based on findings.

PACKAGES

Standard:

Price range: EUR 3,500*

Time period: Last 6 months

Sources: Structured interviews, secondary research

Sample size:

  • Up to 15 respondents (in house interviews)

  • Up to 10 valuable conceptual secondary data & research

Generation / Consumer persona: Up to 2 

Market: Up to 2 markets (Bulgaria & EMEA)

PREMIUM:

Price range: EUR 5,000*

Time period: Last 12 months

Sources: In-depth interviews, secondary research

Sample size:

  • Up to 30 respondents (in house interviews)

  • Up to 15 valuable conceptual secondary data & research

Generation / Consumer persona: Up to 5

Market: Up to 3 markets (Bulgaria & Global)

* Third-party expenses not included. The fees can be as a one-off project or on a monthly retainer.