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MaxDiff Analysis Good For New Product Features Research

MaxDiff analysis is most often used in new product features research or market segmentation research to get accurate orderings of the most important product features, discriminating 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.

Respondent Tasks

Respondents perform a number of the following kinds of tasks:

Because of the forced-choice nature of the tasks, MaxDiff can disentangle the relative feature importance in cases where average Likert-style ratings might all have very similar ratings.

Contact us for more information on using MaxDiff analysis in new product features research or market segmentation research.