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Good work. laddering is one of the prime techniques of segmentation, brand tracking and connecting attributes to the end means and the cosequent values.It a very good technique for brand studies.

Sure a very good read. The benefit laddering is important not only for the segmentation, but other purposes such as brand tracking studies too. It involves a series of questions to find the correlation between attributes, psychological benefits and the end values of the consumers.

Kumar is my great name