Laddering Method

A qualitative-quantitative research method used in user experience research to understand why users value certain product features. Rooted in Means-End theory, the technique involves asking participants what they liked or disliked about an experience, then probing with follow-up questions ("Why is that important to you?") to reveal how concrete product attributes connect to functional consequences and ultimately to personal values. The resulting "ladders" are aggregated into Means-End Chains (MECs) and visualized as hierarchical value maps. In accessibility research, Laddering helps uncover the deeper motivations and values that drive user preferences beyond surface-level usability feedback.