{"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\/en\/laddering-como-convertir-atributos-en-insights-de-consumidor\/","title":{"rendered":"Laddering, how to convert attributes into consumer insights"},"content":{"rendered":"<p>There are some methodologies that are not used enough despite the high strategic value they generate. Halfway between qualitative and quantitative analysis is laddering through the analysis of the \u201cmeans-end\u201d chain (which could be translated as \u201cmeanings and purposes\u201d).<\/p>\n<p>The \u201cmeans-end\u201d theory proposes to represent the existing connections between a product or service and an individual.<\/p>\n<p>\u201cMeans\u201d derives from the attributes generated by this product and service to the consequences, positive or negative, that are associated with its use.<\/p>\n<p>\u201cEnds\u201d are the results of users&#039; derived desires expressed in their own personal values.<\/p>\n<p>Therefore, the \u201cmeans-end\u201d theory proposes three levels of abstraction of information through individuals&#039; thoughts about a product or service:<\/p>\n<p>Level 1 \u201cAttributes\u201d (A), consisting of defining the traits, physical characteristics and ingredients that make up a product in the most objective way possible. Used as pure descriptors of the product or service.<\/p>\n<p>Level 2 \u201cConsequences\u201d (C), the result or benefit of using this product or service. It represents what the product \u201cdoes\u201d for the user,<\/p>\n<p>Level 3 \u201cValues\u201d (V), the ultimate or true reason why a person uses a product or service, that is, how this product can help achieve an individual&#039;s vital objectives.<\/p>\n<p>As we see, an LCA ranking occurs from the most concrete (attributes) to the most abstract (values), therefore, the \u201cmeans-end\u201d theory proposes an investigation where people move \u201cup the ladder of abstraction\u201d and therefore both show the values that really drive the preferences of individuals.<\/p>\n<p>This \u201cmeans-end\u201d method represents the basis for the positioning strategy of the product or service and serves as a statistical basis to find consumer \u201cinsigths\u201d by transferring attributes into values as the ultimate essence of product\/service choice.<\/p>\n<p>The levels of abstraction can be determined from 6 specific categories (advanced development of the three basic levels):<\/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>In a practical way, it is about obtaining a \u201cHierarchical Value Map\u201d through different interviews (the sample should not exceed 50) to determine a \u201cmapping\u201d of attributes, consequences and values that results in the relational level of the consumer with the product. \/brand. <\/p>\n<p>This practical application can be developed for aspects of branding or brand analysis where we determine for a specific brand what attributes it provides, what consequences are obtained on these brands and what are the values (both instrumental and terminal) that are derived from the same.<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>There are some methodologies that are not widely used despite the high strategic value they generate. Halfway between qualitative and quantitative analysis is laddering, which involves analyzing the &quot;means-end&quot; chain (which could be translated as &quot;meanings and purposes&quot;). &quot;Means-end&quot; theory proposes representing the existing connections [\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\/en\/laddering-como-convertir-atributos-en-insights-de-consumidor\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\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\/en\/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=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jorge Teixeira\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\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\":\"en-GB\",\"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\":\"en-GB\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28\",\"name\":\"Jorge Teixeira\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/hamilton.global\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g\",\"caption\":\"Jorge Teixeira\"},\"url\":\"https:\/\/hamilton.global\/en\/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\/en\/laddering-como-convertir-atributos-en-insights-de-consumidor\/","og_locale":"en_GB","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\/en\/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":{"Written by":"Jorge Teixeira","Estimated reading time":"2 minutes"},"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":"en-GB","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":"en-GB"},{"@type":"Person","@id":"https:\/\/hamilton.global\/#\/schema\/person\/69321faffe1268f4146b04146cef3a28","name":"Jorge Teixeira","image":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/hamilton.global\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c7941050fe5d021d31934c122fbdbd1a?s=96&d=mm&r=g","caption":"Jorge Teixeira"},"url":"https:\/\/hamilton.global\/en\/author\/jorge\/"}]}},"_links":{"self":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts\/1014"}],"collection":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/comments?post=1014"}],"version-history":[{"count":1,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts\/1014\/revisions"}],"predecessor-version":[{"id":5483,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/posts\/1014\/revisions\/5483"}],"wp:attachment":[{"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/media?parent=1014"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/categories?post=1014"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hamilton.global\/en\/wp-json\/wp\/v2\/tags?post=1014"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}