two interviewing techniques are used to elicit the data needed to build a hierarchy.The laddering technique is a moderately structured interviewing method specifically designed to measure the means-end association between attributes, consequences,and end states.It begins with the customer identifying attributes,then uses a series of probing question to determine the relationships between the attributes and the higher order consequences and desired and states.The grand tour technique explores how the product or service is experienced by the customer in a articular context. The interviewer asks the participant to describe a typical situation and then describe in detail what n going on in that situation