hierarchical value map
The following hierarchical value map was created using the laddering technique developed by Reynolds and Gutman (1988). The intention of this map is to illustrate the higher "values" that product attributes lead to for a consumer. For this particular map, I interviewed myself and a Billie consumer. The map shows that each of the 8 attributes defined in the interview process leads to one of three values: self-esteem, quality of life, and belonging.
This project is not associated in any way with the Billie brand.