McDonald's conducts a study and finds that there is an increase in the number of consumers who value "healthy foods." These consumers link soy-based meat products with a healthy diet.McDonald's decides to reintroduce the McLean burger.This example illustrates the use of a qualitative research technique known as laddering.

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The scenario provided describes the use of laddering, a qualitative research technique that explores the connection between product attributes and consumer values. In this case, McDonald's conducted research to understand how consumers associate soy-based meat products with a healthy diet and then reintroduced the McLean burger to cater to this growing interest in healthy food options.

McDonald's Conducts a Study and Finds That There Is an Increase