{"id":1014,"date":"2009-06-03T07:38:00","date_gmt":"2009-06-03T07:38:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2009\/06\/03\/laddering-como-convertir-atributos-en-insights-de-consumidor\/"},"modified":"2025-12-02T09:50:32","modified_gmt":"2025-12-02T09:50:32","slug":"laddering-como-convertir-atributos-en-insights-de-consumidor","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/laddering-como-convertir-atributos-en-insights-de-consumidor\/","title":{"rendered":"Laddering, com convertir atributs en insights de consumidor"},"content":{"rendered":"<p>Hi ha algunes metodologies que no s\u00f3n prou utilitzades malgrat l&#039;alt valor estrat\u00e8gic que generen. A mig cam\u00ed entre l&#039;an\u00e0lisi qualitativa i la quantitativa es troba el laddering a trav\u00e9s de l&#039;an\u00e0lisi de la cadena means-end (que es podria traduir com a \u201csignificats i finalitats\u201d).<\/p>\n<p>La teoria means-end proposa representar les connexions existents entre un producte o servei i un individu.<\/p>\n<p>\u201cMeans\u201d (significats) deriva des dels atributs que genera aquest producte i servei fins a les conseq\u00fc\u00e8ncies, positives o negatives, que s\u00f3n associades al seu \u00fas.<\/p>\n<p>Ends (finalitats) s\u00f3n els resultats dels desitjos derivats dels usuaris expressats en els seus propis valors personals.<\/p>\n<p>Per tant, la teoria means-end proposa tres nivells d&#039;abstracci\u00f3 d&#039;informaci\u00f3 a trav\u00e9s dels pensaments dels individus sobre un producte o servei:<\/p>\n<p>Nivell 1 \u201cAtributs\u201d (A), consistent a definir els trets, les caracter\u00edstiques f\u00edsiques i els ingredients que componen un producte de la manera m\u00e9s objectiva possible. Usats com a descriptors purs del producte o servei.<\/p>\n<p>Nivell 2 \u201cConseq\u00fc\u00e8ncies\u201d (C), el resultat o benefici d&#039;utilitzar aquest producte o servei. Representa all\u00f2 que el producte \u201cfa\u201d per l&#039;usuari,<\/p>\n<p>Nivell 3 \u201cValors\u201d (V), la darrera o veritable ra\u00f3 de perqu\u00e8 una persona utilitza un producte o servei, \u00e9s a dir, com aquest producte pot ajudar a assolir els objectius vitals d&#039;un individu.<\/p>\n<p>Com veiem, se succeeix un r\u00e0nquing ACV des del m\u00e9s concret (atributs) fins al m\u00e9s abstracte (valors), per aix\u00f2, la teoria \u201cmeans-end\u201d proposa una investigaci\u00f3 on les persones es moguin \u201cup the ladder of abstraction\u201d i per tant mostri els valors que realment mouen les prefer\u00e8ncies dels individus.<\/p>\n<p>Aquest m\u00e8tode means-end representa la base per a l&#039;estrat\u00e8gia de posicionament del producte o servei i serveix com a base estad\u00edstica per trobar insigths de consumidor en transferir atributs en valors com a ess\u00e8ncia \u00faltima d&#039;elecci\u00f3 de producte\/servei.<\/p>\n<p>Els nivells d&#039;abstracci\u00f3 es poden determinar a partir de 6 categories concretes (desenvolupament avan\u00e7at dels tres nivells b\u00e0sics):<\/p>\n<p><a href=\"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SiYpAB-cXEI\/AAAAAAAAACo\/arr_Ccoh83Q\/s1600-h\/6+levels+of+abstraction+image1.gif\"><img decoding=\"async\" style=\"cursor:pointer; cursor:hand;width: 400px; height: 277px;\" src=\"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SiYpAB-cXEI\/AAAAAAAAACo\/arr_Ccoh83Q\/s400\/6+levels+of+abstraction+image1.gif\" border=\"0\" alt=\"\"id=\"BLOGGER_PHOTO_ID_5343003088428751938\" \/><\/a><\/p>\n<p><a href=\"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SiYpMmjWwCI\/AAAAAAAAACw\/0KbyLO2HIjo\/s1600-h\/6+levels+of+abstraction+image2.gif\"><img decoding=\"async\" style=\"cursor:pointer; cursor:hand;width: 400px; height: 277px;\" src=\"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SiYpMmjWwCI\/AAAAAAAAACw\/0KbyLO2HIjo\/s400\/6+levels+of+abstraction+image2.gif\" border=\"0\" alt=\"\"id=\"BLOGGER_PHOTO_ID_5343003304405680162\" \/><\/a><\/p>\n<p>De forma pr\u00e0ctica es tracta d&#039;obtenir un \u201cHierarchical Value Map\u201d a trav\u00e9s de diferents entrevistes (la mostra no hauria de sobrepassar les 50) per determinar un \u201cmapping\u201d d&#039;atributs, conseq\u00fc\u00e8ncies i valors que derivi al nivell relacional del consumidor amb el producte \/marca. <\/p>\n<p>Aquesta aplicaci\u00f3 pr\u00e0ctica es pot desenvolupar per a aspectes de branding o an\u00e0lisi de marques on determinem per a una marca en concret quins s\u00f3n els atributs que aporta, quines conseq\u00fc\u00e8ncies s&#039;obtenen sobre aquestes marques i quins s\u00f3n els valors (tant instrumentals com terminals) que es deriven de la mateixa.<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>Hi ha algunes metodologies que no s\u00f3n prou utilitzades malgrat l&#039;alt valor estrat\u00e8gic que generen. A mig cam\u00ed entre l&#039;an\u00e0lisi qualitativa i la quantitativa es troba el laddering a trav\u00e9s de l&#039;an\u00e0lisi de la cadena means-end (que es podria traduir com a \u201csignificats i finalitats\u201d). La teoria \u201cmeans-end\u201d proposa representar les connexions existents [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[105,104,107,108,106],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Laddering, c\u00f3mo convertir atributos en insights de consumidor -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hamilton.global\/ca\/laddering-como-convertir-atributos-en-insights-de-consumidor\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Laddering, c\u00f3mo convertir atributos en insights de consumidor -\" \/>\n<meta property=\"og:description\" content=\"Existen algunas metodolog\u00edas que no son lo suficientemente utilizadas a pesar del alto valor estrat\u00e9gico que generan. A medio camino entre el an\u00e1lisis cualitativo y el cuantitativo se encuentra el laddering a trav\u00e9s del an\u00e1lisis de la cadena \u201cmeans-end\u201d (que se podr\u00eda traducir como \u201csignificados y finalidades\u201d). La teor\u00eda \u201cmeans-end\u201d propone representar las conexiones existentes [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hamilton.global\/ca\/laddering-como-convertir-atributos-en-insights-de-consumidor\/\" \/>\n<meta property=\"og:site_name\" content=\"Hamilton\" \/>\n<meta property=\"article:published_time\" content=\"2009-06-03T07:38:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-02T09:50:32+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SiYpAB-cXEI\/AAAAAAAAACo\/arr_Ccoh83Q\/s400\/6+levels+of+abstraction+image1.gif\" \/>\n<meta name=\"author\" content=\"Jorge Teixeira\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrit per\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Temps estimat de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minuts\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/\",\"url\":\"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/\",\"name\":\"Laddering, c\u00f3mo convertir atributos en insights de consumidor -\",\"isPartOf\":{\"@id\":\"https:\/\/hamilton.global\/#website\"},\"datePublished\":\"2009-06-03T07:38:00+00:00\",\"dateModified\":\"2025-12-02T09:50:32+00:00\",\"author\":{\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\"},\"breadcrumb\":{\"@id\":\"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/#breadcrumb\"},\"inLanguage\":\"ca\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/hamilton.global\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Laddering, c\u00f3mo convertir atributos en insights de consumidor\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/hamilton.global\/#website\",\"url\":\"https:\/\/hamilton.global\/\",\"name\":\"Hamilton Global\",\"description\":\"Market Intelligence Consulting Company\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/hamilton.global\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"ca\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"url\":\"https:\/\/hamilton.global\/ca\/author\/jorge\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Laddering, c\u00f3mo convertir atributos en insights de consumidor -","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hamilton.global\/ca\/laddering-como-convertir-atributos-en-insights-de-consumidor\/","og_locale":"ca_ES","og_type":"article","og_title":"Laddering, c\u00f3mo convertir atributos en insights de consumidor -","og_description":"Existen algunas metodolog\u00edas que no son lo suficientemente utilizadas a pesar del alto valor estrat\u00e9gico que generan. A medio camino entre el an\u00e1lisis cualitativo y el cuantitativo se encuentra el laddering a trav\u00e9s del an\u00e1lisis de la cadena \u201cmeans-end\u201d (que se podr\u00eda traducir como \u201csignificados y finalidades\u201d). La teor\u00eda \u201cmeans-end\u201d propone representar las conexiones existentes [&hellip;]","og_url":"https:\/\/hamilton.global\/ca\/laddering-como-convertir-atributos-en-insights-de-consumidor\/","og_site_name":"Hamilton","article_published_time":"2009-06-03T07:38:00+00:00","article_modified_time":"2025-12-02T09:50:32+00:00","og_image":[{"url":"http:\/\/1.bp.blogspot.com\/_QR59Narhi0I\/SiYpAB-cXEI\/AAAAAAAAACo\/arr_Ccoh83Q\/s400\/6+levels+of+abstraction+image1.gif"}],"author":"Jorge Teixeira","twitter_card":"summary_large_image","twitter_misc":{"Escrit per":"Jorge Teixeira","Temps estimat de lectura":"2 minuts"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/","url":"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/","name":"Laddering, c\u00f3mo convertir atributos en insights de consumidor -","isPartOf":{"@id":"https:\/\/hamilton.global\/#website"},"datePublished":"2009-06-03T07:38:00+00:00","dateModified":"2025-12-02T09:50:32+00:00","author":{"@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28"},"breadcrumb":{"@id":"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/#breadcrumb"},"inLanguage":"ca","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/hamilton.global\/laddering-como-convertir-atributos-en-insights-de-consumidor\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/hamilton.global\/"},{"@type":"ListItem","position":2,"name":"Laddering, c\u00f3mo convertir atributos en insights de consumidor"}]},{"@type":"WebSite","@id":"https:\/\/hamilton.global\/#website","url":"https:\/\/hamilton.global\/","name":"Hamilton Global","description":"Market Intelligence Consulting Company","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hamilton.global\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"ca"},{"@type":"Person","@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28","name":"Jorge Teixeira","url":"https:\/\/hamilton.global\/ca\/author\/jorge\/"}]}},"_links":{"self":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/1014"}],"collection":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/comments?post=1014"}],"version-history":[{"count":1,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/1014\/revisions"}],"predecessor-version":[{"id":5483,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/posts\/1014\/revisions\/5483"}],"wp:attachment":[{"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/media?parent=1014"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/categories?post=1014"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hamilton.global\/ca\/wp-json\/wp\/v2\/tags?post=1014"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}