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Toolbox
Taking Questions Upward, Sideways, and Forward Using Laddering and Scaffolding for Better Interview Outcomes
Laddering is one of qualitative research’s most established techniques—but it’s often misunderstood as rigid and formulaic. This article reframes laddering as a flexible, respondent-focused approach to uncovering deeper motivations and values. It also introduces scaffolding as a complementary technique that helps moderators guide respondents when laddering stalls, creating smoother interviews and richer insights. With real-world examples and question phrasing tips, readers will learn how to combine laddering and scaffolding to elicit self-reflection, avoid respondent fatigue, and produce more authentic, actionable data. […]
From the President
From The President – Summer 2021
Never Stop Learning When my seven-year-old complains that she hates school and learning, I routinely tell her that learning is not exclusive to school […]
Industry Focus
The Implications for Qualitative Researchers as the Video Game Industry Achieves Greater Cultural Relevance
For qualitative researchers, even when we aren’t working in a gaming-specific vertical or courting a gaming company, it’s increasingly likely that gaming will become part of the work we do. Jason Rice offers tips on how to better understand the gaming world, and what strategies qualitative researchers must utilize to be successful in this industry. […]