laddering
n. a knowledge elicitation technique used in interviews to impose a systematic framework upon questioning so as to reveal complex themes across answers. In laddering, a respondent replies to a series of “why?” probes, thus requiring him or her to expose and explain choices or preferences and justify behavior in terms of goals, values, and personal constructs. Laddering is concerned with establishing links between concepts elicited from the participant (e.g., attitudes and beliefs associated with a particular consumer product) and provides greater scope for probing salient issues while optimizing the often limited time available with respondents.