The laddering technique can be considered a meaning-based qualitative approach for understanding preferences, motivations, and other general determinants of consumer and organizational choices. This chapter begins by presenting the original version of the laddering technique and its limitations and then introduces the technique’s second generation. Based on Means-End Chains Theory (MEC Theory), the laddering methodology is used to uncover mental schemas in the form of cognitive maps by using principles derived from social network analysis. The bases for motives, goals, or values can be studied with such procedures. It also allows us to understand the influence of cognitive schemas on attitudes and behaviors through appropriate quantitative tests. Using data from a sample of 102 members of the Ducati community participating in a motorcycle event, the authors present the rationale and procedures involved in laddering and illustrate its overall approach while discussing its strengths and weaknesses.