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MaxDiff analysis can be used in new product features research or or even
market segmentation research to get accurate orderings of the most important product features, SurveyAnalytics help's you discriminate among feature strengths better than derived importance methodologies. Like other trade-off analyses, the analysis derives utilities for each of the most important product features which can be used to derive optimal products, using market segmentation to put respondents into groups with similar preference structures, or to prioritize strategic product goals.
You can have your respondents perform Forced-choice nature of the tasks, where in SurveyAnalytics MaxDiff can disentangle the relative feature importance in cases where average Likert-style ratings might all have very similar ratings.
MaxDiff is a statistical method. SurveyAnalytics's Advance MaxDiff Software, survey respondents can be shown a set of the possible items and are asked to indicate the best and worst items (or most and least important, or most and least appealing , etc.). According to Louviere, MaxDiff assumes that respondents evaluate all possible pairs of items within the displayed set and choose the pair that reflects the maximum difference in preference or importance. MaxDiff may be thought of as a variation of the method of Paired Comparisons.
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