Maximum Difference Scaling

From “What do Customers Really Want” – Harvard Business Review | April 2009

– Consumers have a hard time articulating their real desires
– Customers are apt to say the want many or even most product attributes listed in preference rating tools

Maximum Difference Scaling (MaxDiff)

– Researchers amass a list of product or brand attributes – typically 10 to 40 – that represent potential benefits
– Respondents are presented with set sof four or so attributes at a time and are asked to select which attribute of each set they prefer most and least
– Subsequence rounds of mixed groupings enable the researchers to identify the standing of each attribute relative to all others given how often customers select it as their most or least important consideration

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