se ti può aiutare è una tecnica a scaletta per prendere decisioni; ovvero dall'elencazione di criteri decisionali si seleziona quello/i che diventa/no gli obiettivi

Exercise #2 – Measuring Means—End Chains (Individual)
Find two consumers who you can talk to separately for about 5-10 minutes each. Try to find a quiet place where you won't be interrupted.
A. Begin the interview by stating…"assume that you are in the market for athletic shoes such as running shoes, cross-training shoes, walking shoes, etc. What factors to you consider when you are deciding what brand of athletic shoe to buy for yourself? Then ask…"What two factors are most important to you in making your decision?"
B. The for each of the two factors, do the laddering… "Why is [FACTOR] important to you?" Or, "Why is [FACTOR] important?" Or, "What does [FACTOR] give you? Or, "Why does [FACTOR] matter to you?: Continue this process for each factor until the consumer cannot go on. Draw out the two means-end chains you measured for each person.


... After selection of the decision criteria, these are applied in order to select one
or more means-end chains to become the set of objectives that will form the ...

The traditional measurement technique for means-end chains
(laddering) is not suitable for international segmentation.

Laddering—analyzing means-end chains to reveal how certain goods and services
are connected with personal values in the minds of the consumers: ...