Laddering: Unlocking the Potential of Consumer Behavior by Eric V. Holtzclaw

Author:Eric V. Holtzclaw [Holtzclaw, Eric V.]
Language: eng
Format: mobi
Publisher: Wiley
Published: 2013-06-26T14:00:00+00:00

Quantifying the Clusters

Once you have confirmed your clusters, you can now move to the stage of quantifying them. It’s crucial to wait to take this step until you are confident that you’re using the right questions—questions that recruit people accurately and put them in the right cluster. Your questions should be based on behaviors or attitudes; don’t try to get your consumers to self-select into a cluster by defining it. Recall the cruise line example in Chapter 3. The question you would ask to put consumers into their cluster could be as simple as asking them to choose the statement that best matches them. For example:

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.