What is Quantitative Laddering?

Laddering is a psychology technique where an interviewer asks a person a question, and then follows up with probing questions to dig down at the root cause of why people think, feel, and behave the way they do about things. Quantitative laddering is rooted in the same time-honored laddering techniques that psychologists have been using for years, and now thanks to modern technology, laddering can be employed quantitatively and on a much larger scale. Instead of just understanding how an individual feels, we’re now able to understand how large groups of people feel on a macro level.