Laddering and SOAP

Laddering is based on the means-end chain theory. This theory is based on the assumption that personal motives drive behavior because these motives create certain needs. The individual wants to satisfy these needs and therefore chooses a product which, in one way or another, satisfies these needs by providing certain benefits. Laddering reveals the benefits that your products are delivering. It gives you insight into why individuals use your products and what benefits they receive from those products. Laddering can help you to describe your product the way the potential users perceive them, which helps you to identify the right marketing and promotional strategies. Furthermore, you can use the language of the potential users in your advertising as this is gathered through the laddering!

The motives (attributes), benefits, and values are presented in a Hierarchical Value Map (see picture)
Classic laddering has one disadvantage, namely that it is a very time-consuming, laborious process.For this reason SKIM Analytical developed SOAP (Structured Open Association Pattern) which is a structured variant of laddering.

SOAP makes it possible to shorten the time needed for analysis (and with that, costs) enormously. The advantage of SOAP is that a large number of interviews can be conducted in a structured univocal manner, which increases the reliability of the results considerably.
Because of the quantitative nature of this approach and the availability of all information on an individual level, it is possible to integrate the results with other variables like demographics and consumer satisfaction scores, or even sensitivities measured with conjoint analysis. This means that it is possible to identify market segments which are based on the consumers' personal emotional value system.

Widely available methodology.No Software Tools available at SKIM.
Very suitable for: benefits exploration, product development