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Podcasts
Interview with Jim Loretta
He has over 25 years of marketing research experience among clients in the United States, US Hispanic and Latin American market segments. He was […]
Trends
Do Qualitative and UX Research Overlap?
By Susan Fader, FaderFocus, New York Metro Area, susanfader@faderfocus.com […]
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. […]