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Focus groups and cross–tabulated surveys are ubiquitous in marketing research, but their results are often disappointedly obvious. In contrast, laddering and prototyping analyses use in–depth interviews and structured visualization to generate key insights into consumer behavior. The use of these two techniques gives sharp marketing professionals an edge in accurately determining whom to target and how to target them with a creative marketing mix.
Wansink, Brian (2000). New Techniques to Generate Key Marketing Insights. Marketing Research, 28–36.