A simple and efficient form of conjoint analysis to measure buyer/consumer preference toward a list of items/features/ benefits
Forces item tradeoffs through simple choice tasks
Allows better discrimination between items
Provides hierarchy of item preference
A list of items to be tested is created.
Respondents are shown 4-6 items at a time and asked to indicate the one that is their TOP pick and the one that is their BOTTOM pick.
This task is repeated many times, showing a different set of items in each task.
Based on the respondents' evaluations of the items, we figure out how much unique value (utility) each item commands.
MaxDiff applies to any situation that requires prioritization of items.
Prioritizing items for product development
Input for TURF (for portfolio optimization)
Uncovering distinct market segments