Measuring the importance consumers place on attributes is a common research objective. Maximum Difference Analysis (Max-Diff) is one of an array of tools Morpace uses to achieve this goal, and in some applications can yield more powerful and clearer insights than other rating techniques.
You can use Survey Analytics Max-Diff for attribute prioritization, where in your can include product benefits and brand preferences as well as customer needs and attitudes. Its greated differentiation and lack of scale usage effects also means that Max-Diff is a great input to segmentation analysis which might just not be possible with traditional survey methods.
Survey Analytics Max Diff Analysis
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, Survey Analytics 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 Survey Analytics MaxDiff can disentangle the relative feature importance in cases where average Likert-style ratings might all have very similar ratings.
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