Process
How to run a laddering interview
A laddering interview takes one differentiating attribute at a time and asks why it matters until the participant reaches a value they cannot explain further. These five steps cover choosing the attributes, probing, handling pushback and how long a full session takes.
Where this appears
What's in this process
- Find the attributes: Use a triad task or ask which option they prefer and why.
- Establish the attribute: Restate it to confirm you understood.
- Climb with why probes: Ask why it matters until they reach a terminal value.
- Handle resistance: Reflect back, give them time, then ask for a guess.
- Cover the key attributes: Ladder three to five attributes in 45 to 90 minutes.
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<a href="https://www.koji.so/visuals/laddering-interview-five-steps"><img src="https://www.koji.so/visuals/laddering-interview-five-steps/laddering-interview-five-steps.png" alt="Process showing five steps to run a laddering interview: find attributes, establish one, climb with why probes, handle resistance and cover the key attributes." width="1200" height="739" /></a>
<p>Source: <a href="https://www.koji.so/visuals/laddering-interview-five-steps">How to run a laddering interview</a>, Koji</p>
