Lisa Soeter
Lisa Soeter
Lisa Soeter
Lisa Soeter
Lisa Soeter
Laddering
Chaufontaine
Concrete features - blue bottle/cap, closed, liquid, pastic
Abstract features - healthy, original
Functional consequences - hydration, time saving
Psychosocial effects - healthy, status
Instrumental values - having a healthy lifestyle
Final values - purity
Tesla Model s
Concrete features - motor, color, wheel, electric
Abstract features - quality, design, safety
Functional consequences - mobility, time savings, speed, environmentally friendly, money saving
Psychosocial effects - status, connectedness
Instrumental values - freedom, upper class
Final values - freedom, security, adventure, independence
Macbook
Concrete features - aluminum, apple, keyboard, silvery
Abstract features - use, simple, unique
Functional consequences - contact, convenient, information, mobile
Psychosocial effects - status, professional
Instrumental values - exclusive, stylish, professional, modern, rich
Final values - quality, the most valuable busy
Coca-Cola
Concrete features - red, plastic, liquid, brownish gunk
Abstract features - original, all generations, style, quality, secret
Functional consequences - hydration, thirst, energy
Psychosocial effects - status, togetherness
Instrumental values - authentic, passionate, friendly
Final values - happiness
It's cool to identify seeds, but if you do not know what's behind it, you have nothing to work with. Laddering is a methode to figure this out. By thinking about products on a deeper level you find out the characteristics, effects and values. This helps you to clustering them and finding out if there is a trend going on.
During this exercise we the team and I took four random product. These are not new seeds. But it is a good way to exercise.