MaxDiff Experiments


Our customers are constantly making choices, some conscious, but most unconscious. Regular surveys questions with traditional question scales are unable to get to the core of why a consumer makes his or her decision. Most of these scales don’t simulate real-life conditions, which always include some type of real trade-offs. 


To simulate real life consumer decision making, the most precise approach is through either a Conjoint Analysis or MaxDiff Analysis. 


Gradient has designed countless experiments within a wide range of markets and sectors, with each its own application. 


How it works

MaxDiff is a type of survey question in which respondents are presented a lists of items and are asked to indicate which item in each list they like the most and which item they like the least. 


Typically, respondents are asked to complete tasks, where the options shown in each task vary according to an experimental design. Due to the nature of the experiments, respondents are forced to make trade-offs, which unveils their true preferences. 


A typical survey question looks like this:



When to use a MaxDiff Analysis

  • When you want to know which attributes are most important 
  • When you want to rank-order attributes in terms of relative importance
  • When you want to force respondents to make trade-offs
  • When you want to place less of a burden on respondents relative to a Conjoint Analysis