CORE INTERVIEWING: Rooted in LADDERING

CORE INTERVIEWING is based on the pioneering work in psychologically-based benefit-chain laddering first developed by Dr. Tom Reynolds in the 1980s. Marc Miller, Founder and Chief Strategist of CORE INSIGHTS, had the good fortune to collaborate with Tom in the application of laddering techniques in advertising research, competitive brand positioning, and new product development, both at Miller Brewing Company and Frito Lay. Interviewing techniques rooted in laddering have subsequently been used to address a very diverse range of client research issues at CORE INSIGHTS.

 

laddering