MaxDiff, or Maximum Difference scaling, also known as Best-Worst scaling, is defined as a rating/preference scale question where respondents choose the best and the worst option from the given set of options. This question helps surveyors measure preferences to take further action on the product or service.
Using anchored maxdiff scaling in your survey can further help you identify the attributes that are most important to your respondents. Identify the relative importance of attributes to your respondents.
For example, a financial firm conducting a credit card preference study uses MaxDiff to capture people’s feedback on the most preferred and the least preferred credit card type.
Here’s how the analysis looks in the tool.
Uses of MaxDiff analysis survey
Researchers make use of MaxDiff to check the preferences of the population they are surveying. Below are a few cases where they use MaxDiff:
Consumer product testing: to test preferences and choices.
Real estate: to understand what services consumers look for the least and most.
Packaging testing: to test preferences related to the packaging of items.
Attribute testing: to understand the essential areas of the product/service offered.
Advantages of MaxDiff analysis
MaxDiff is most advantageous to researchers in instances where choices or trade-offs are needed. Here are a few more advantages:
Highly engaging: The question type does not display a long list of answer choices to choose from. A combination of answer options is shown and repeated with new answer choices, keeping the respondents engaged.
Better responses: Since the respondents only have to choose between best and worst, it is a straightforward question type to answer. As the question type is so direct, the response quality is maintained at a high level.
Easy to create: This question type is relatively simple to create once the researcher understands where to apply the MaxDiff question type.
Easy to understand: MaxDiff questions are one of the most straightforward question types for respondents to answer as it includes only choosing the best and worst from the list.
More data collection: Because of its nature and convenience to answering questions, more data can be collected and used for accurate decision making.
How to use the MaxDiff analysis survey question type