What is MaxDiff?

MaxDiff, also known as Best-Worst Scaling, is a research technique used to determine the relative importance or preference for a set of items (e.g., product features, brand attributes, advertising messages). Respondents are shown subsets of items and asked to choose the 'best' (most preferred, most important) and 'worst' (least preferred, least important) item from each subset. By analyzing these choices, researchers can derive a scale of relative preference or importance for all the items in the set. It's commonly used in market research, product development, and conjoint analysis to understand consumer preferences and inform decision-making.