Customer Preference Research Using MaxDiff Research and Analysis
Customer Preference and Insights ResearchUsing MaxDiffMonday, June 24, 13
Customer Preference Researchoptimizing products and services for market successCarbonview’s MaxDiff research methodology helps planners, strategists and product specialists predictwhich product or service features will impact branding and purchase decisions - through the eyes of theconsumer.Accurately predict what product or service attributes drivepurchase decisions.Optimize product or service concepts, marketing offersand messaging.Test logos and images to take offers to market that resonate.Find the winner among multiple marketing messages.Understand product or service beneﬁt perceptions to drivecustomer-optimized offerings.Monday, June 24, 13
From Concept to CreationWhat attributes are the most important in driving purchase behavior?Which ad resonates with your target audience?Which services or product features offer the greatest value?Which features are most desirable?test tag lines test features test logosFind deﬁnitive winners and losers among only a few or many items. Develop products, serviceofferings, or messaging that will drive your business.Monday, June 24, 13
How Does a MaxDiff Question Work?Respondents are asked to identify the most and least important items in several sets ofattributes. MaxDiff measures customer preference and attribute importance through trade-offanalysis instead of typical rating scales and, therefore, provides greater discrimination betweenattributes.*product image for examplepurposes onlyMonday, June 24, 13
Potential Use CasesLogoTesting: Target your customers with the most effective logo, sign or image.Call to ActionTesting: Optimize call-to-action messaging and improve marketing ROI forweb, print,TV and more.Reﬁne Existing Products: Understand which product or brand attributes are most desirableto potential and existing customers. Adjust marketing and strategy to meet the needs ofthe customer value curve.What is the “value curve”?Advertising: Determine the winning ads among a few or many.Customer Needs: Identify which product or brand attributes are the most critical as well asthose that can be sacriﬁced.Monday, June 24, 13
Bring us Concepts Test Concepts Get Research Results FAST!Across Key DemographicsYou asked and we listened! Carbonview Research has built an efﬁcient operations process that allows us todeliver the highest quality research in time tables that are traditionally unheard of in the industry. Let usunderstand your needs and exceed your research expectations.Research Designed to Meet Your NeedsContact Carbonview Research Todayconsumerfirstname.lastname@example.orgUS: 1.866.340.7204UK: +44 (0) 203.239.4642Most ImportantLeast ImportantMonday, June 24, 13
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