MaxDiff

Used Primarily For: Brand and Product Research
Characteristics: Highly Adaptable and Accurate
Output: Maximum difference scaling, or MaxDiff, is an antidote to standard rating scales.

Respondents find ratings scales very easy but they tend to deliver "flat" or undifferentiated results, making the data only marginally actionable. MaxDiff forces the consumer to make choices between options, allowing us to show relative importance between items being tested. Estimation of the utility function is completed using multinomial discrete choice analysis. Socratic uses the hierarchical Bayes model for the final phase.

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