The Hacker's Guide to MaxDiff

Summary

• What is MaxDiff Analysis and when should it be used
• Why MaxDiff is important in research
• Key terms and concepts
• Importance and use case of anchored MaxDiff scaling
• How to set up a MaxDiff question in the QuestionPro platform
• Use case and real-life best practices that were learned
• Frequently Asked Questions

MaxDiff Analysis is shorthand for Maximum Differential Analysis, is also known as ‘Best-Worst scaling,’ where survey respondents choose the best value and worst value from a set of attributes (and the attributes repeat in intentional permutations based on the logit model). It assumes that respondents evaluate all possible pairs of items within the displayed set and choose the pair that reflects the maximum difference in preference or importance.