Laddering – Unlocking the Potential of Consumer Behavior Unlocking the Potential of Consumer Behavior

Marketing and product development best practices for a fragmented economy

The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service.

Use Laddering techniques to map your customer's DNA and understand why consumers buy from you.
* Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs
* Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate
* Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com.

You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. Laddering offers the tools and knowledge you need to thrive.

With the introduction of new disruptive technologies in recent years, the rules for marketing and product development have changed forever. There is no longer control over where and how consumers receive marketing messages. The consumer has almost limitless choices for making a purchase in a decision window that is smaller than ever before and consumers are looking for a relationship, not a transaction. Laddering is a process that allows companies to better understand customers by asking the right questions from your data and your customers. To make smart decisions it is vital to get to the core of a customers behavior. You can use this knowledge to unlock the potential of your product or service in todays marketplace. The book is instrumental in: Understanding your customers DNA and why consumers buy from you Capitalizing on the true patterns of why people buy Unlocking your companys big data to make smarter, informed decisions Establishing your consumers core motivations and buying eco-system Ladderinghelps you look at your customers in a new way and as a result maximize your profits and reduce your support costs. You must understand what is truly important to build and how to market for success in the new many to many economy.

Marketing and product development best practices for a fragmented economy The rules for marketing and product development have changed forever. You no longer control where and how consumers receive marketing messages. The consumer is in charge, with ever-growing choices and a shrinking decision window. Therefore, it is crucial to understand what drives customer behavior to design products, marketing, and experiences that will succeed. Laddering explains how to better understand your customers' core values. Learn to ask the right questions from your customers, use it to analyze your data, and unlock the true potential of your product or service. Use Laddering techniques to map your customer's DNA and understand why consumers buy from you. Helps you look at your customers in a new way and as a result maximize your profits and reduce your support costs Provides a framework for evaluating what marketing messages, campaigns and experiences are appropriate Author Eric V. Holtzclaw is CEO and founder of User Insight, a user experience research firm and Laddering Works, a marketing strategy and consulting firm. His weekly radio show, The 'Better You' Project, shines a spotlight on entrepreneurs' business journeys, his column Lean Forward appears weekly on INC.com and he is regularly contributor to CMO.com. You must understand what is truly important in order to build relationships with consumers and to market for success in the new many-to-many economy. Laddering offers the tools and knowledge you need to thrive.