Maximum Difference Analysis

Maximum Difference Analysis is an advanced research technique which helps to determine attribute importance over the more simplistic self-explicated rating or ranking procedures. MaxDiff provides better differentiation between attributes & offers better reliability than ratings or paired comparison. 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.

Using Survey Analytics's Maximum Difference Analysis leads to clearer differentiation among items and eliminates straight-lining and scale usage effects that can complicate rating scale analysis.

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.
  • Unlimited Attributes
  • Random Sub-Selection and Rotation
  • Utility / Share of Preference Calculation

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Max Diff Analysis - In Practice

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