“Why Caipirinha?”- The Online via Chat Laddering Technique CAN Answer

As customers are becoming increasingly connected to the internet, this means that they are available for online interviews, thus opening up a space for investigating research methods, especially qualitative research, in an attempt to identify how to adapt data collecting instruments to the so-called “connected customer era”. In this context, the focus of this article is on the application viability analysis of the laddering technique used online and in real-time chat by asking the following question: “Why caipirinha?”. Conducting online in-depth interviews through the MSN Messenger and Skype (the most commonly used chat tools in Brazil), 23 attributes, 22 consequences and 13 values were identified, resulting in 133 ladders, 71 of which reached the value level. Along with friends/mates, Integration, Entertainment and Fun, in addition to Alcohol, Insouciance/ relaxation and Pleasure constitute the most frequent ladders. Concerning the application itself, the participants gave positive feedback, even though some of them did not feel satisfied because they became tired. Convenience, objectivity, disinhibition, easy scheduling and flexibility were identified. The viability of online in-depth interviewing via real-time chats was confirmed, raising the question of the possibility of it achieving other qualitative research techniques