Consumer Understanding and Advertising Strategy: Analysis and Strategic Translation of Laddering Data

Abstract

Two major obstacles exist to the proliferation of laddering as a management tool. First, the sheer magnitude of tedious work an analyst must perform to complete an analysis adds excessive costs to any study. Second, many who are familiar with the technique still have difficulty bridging from data to strategy to executional design and implications. This paper addresses both of those issues by describing a newly available software support tool to make the data analysis a more reasonable task and by discussing the issue of strategy development and implementation. An example within the product category of dog food data is used.