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MaxDiff Item Scaling

MaxDiff (Maximum Difference Scaling) is a powerful, yet simple, method of ranking and scaling a list of items (be they brands, product features, plan benefits, etc.) by assigning each a rating (from 0 to 100). It works by showing respondents a batch of features and asking them to select one as the “Best” and one as the “Worst”.

A typical MaxDiff questionnaire layout could be:


Once the data is collected and analyzed, each feature is given a utility value, which ranks it among all other features.

You may see live demos of some of our capabilities here:

Tradional MaxDiff Dual Response MaxDiff

Here at MACRO Consulting Inc., we are always striving to be at the cutting edge of research technologies. One of our current areas of inquiry is a modified max/diff layout.

Modified MaxDiff