The results of a MaxDiff study have even more value when they are segmented by groups of customers with similar needs. The result is an understanding of how the market is segmented into groups of people who place similar value on the tested alternatives, allowing you to identify and target strategic market segments.However, needs differ across individuals in a market. Using statistically-based segmentation techniques to identify groups of customers with similar needs, we can then profile those customer groups on behavior, attitudes, and demographics.
Survey Analytics Max Diff AnalysisMaxDiff 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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Max Diff Analysis - In Practice
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