New Techniques to Generate Key Marketing Insights

Marketing Research (Summer 2000), 28-36

26 Pages Posted: 10 Jan 2016

Date Written: February 10, 2000


Through the processes of laddering and prototyping described herein, the base psychological motivators associated with purchase decisions can be ascertained. As opposed to the more traditional methods for determining purchase characteristics through the study of demographics and focus groups, laddering & prototyping strive to determine the base motivational impulses that affect the purchase decision process. Use of these methods allows for development of more efficient and effective marketing techniques.

Keywords: laddering, prototyping, purchasing decisions, market research, consumer research, marketing techniques, efficiency

Suggested Citation

Wansink, Brian, New Techniques to Generate Key Marketing Insights (February 10, 2000). Marketing Research (Summer 2000), 28-36, Available at SSRN:

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

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