Learn more about MaxDiff and how it can be valuable for your survey-based research.
What is MaxDiff analysis?
MaxDiff (which stands for maximum difference and is also referred to as best-worst scaling) is an advanced survey-based statistical technique that can help you determine consumer preference for different product attributes. Participants are presented with a series of attribute sets, and asked to select their most and least preferred attributes from each set.
MaxDiff relies on paired comparisons to find the maximum difference in preference. This helps you identify the attributes you should focus on most.
When should you use MaxDiff analysis?
Use MaxDiff to:
- Measure the relative importance and influence of a product or service's feature on consumers' decision-making.
- Identify trade-offs.
- Identify areas you should focus on as you develop your product or service.
Example
You ask participants which attribute in a vacation resort package matters most and which one matters least:
- Affordable price
- Luxury accommodation
- Free wifi
- All-inclusive food and drink
- Excursions
- Spa
- Beach access
- Pool access
Based on their responses, you will launch a marketing campaign for upcoming vacation package deals that emphasizes the most important attributes.
How is MaxDiff different from Conjoint analysis?
You can use either MaxDiff and Choice-Based Conjoint questions to determine which attributes most influence consumers' decision-making.
- Use MaxDiff if you want to find out which attributes matter more to consumers.
- Use Conjoint if you want to go one step further and find out what the values for the important attributes should be, so you can assemble the most appealing product package possible.
Why is MaxDiff analysis valuable?
MaxDiff can help eliminate scale use bias and identify trade-offs. For
example, if you present participants with a Single Choice Grid Sliders question
and ask them to rate the importance of attributes on a 5-point scale from
Not very important
to
Very important,
participants may be fatigued or overwhelmed and
start rating everything as neutral or as very important. This makes it
difficult for you to identify what matters more. MaxDiff forces participants to
make trade-offs, which in turn helps you identify the areas that merit more
time, attention, energy, and resources.
What does MaxDiff reporting look like?
- For information about standard reports, see How questions are displayed.
- For information about modern reports, see Analyze and report on MaxDiff questions in modern reports.