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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:

Traditional MaxDiffDual 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