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Everything You Need to Know About MaxDiff

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MaxDiff Scaling, also known as Best/Worst Scaling, is a research technique that results in interval scale measurements that are based on comparative statements. It could be used for a number of purposes, including features or benefits of a product or service or potential marketing messages for a new product. Learn more about MaxDiff or try it for yourself at www.surveyanalytics.com

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Everything You Need to Know About MaxDiff

  1. 1. About Us Vivek Bhaskaran CEO at Survey Analytics Founding Member We help companies listen, improve and grow. We develop industry leading online and mobile technology for surveys, community management and employee engagement.
  2. 2. Today’s Presenters Paul-Richard McCullough Paul is the President of MACRO Consulting, Inc., where he provides full service market research and analytics consulting to clients in a variety of industries. His areas of expertise are on new product research, market segmentation, brand positioning and market structure modeling. Esther LaVielle VP of Client Services at Survey Analytics Esther has a well-rounded experience using online, mobile and community tools for market research over the past seven years. For the past five years she has worn many hats supporting customers and planning marketing initiatives for Survey Analytics. Bert Willard Market Research Analyst at Ferguson Bert is a data scientist and 15 year market research veteran with a passion for workforce development. He has extensive experience in the overall development of brands and both quantitative and qualitative research practices.
  3. 3. Webinar Agenda ● Theory Behind MaxDiff Scaling (Paul-Richard McCullough) ● Demo: How to Setup MaxDiff (Esther LaVielle) ● Business Use Case (Bert Willard) ● Live Discussion and Q&A
  4. 4. A Brief Introduction to MaxDiff Scaling Paul Richard McCullough MACRO Consulting, Inc.
  5. 5. Why MaxDiff? Current Approach- Ratings Scales Batteries MACRO www.macroinc.com Consulting, Inc. 5 • Rating Scales • Each brand is rated independently on each statement in an image battery, eg, 10 point rating scale.
  6. 6. Anywhere you can use rating scale batteries, MaxDiff can be used instead MACRO Consulting, Inc. 6 Ratings Scales Batteries Attitudes Lifestyles Psychographics Satisfaction Importance Brand Imagery Brand Preference Uses Segmentation Brand Positioning Usage and Attitudes Customer Satisfaction Messaging Advertising Research New Product Research MACRO www.macroinc.com Consulting, Inc.
  7. 7. Why MaxDiff? Because Ratings Scales Are Inefficient 1 2 3 4 5 6 7 8 9 10 • Flat Responses Across Statements • Flat Responses Across Brands • Scale Usage Bias (Segmentation) • Brand Halo (Brand Imagery) MACRO www.macroinc.com Consulting, Inc. 7 Ratings Scales Resulting data are typically non-discriminating and highly correlated. Ratings scales batteries have very little information content
  8. 8. What Is MaxDiff? Example: Brand-Anchored Max/Diff MaxDiff consists of multiple “tasks” Each task has 3-5 items Respondent item ratings are generated using advanced regression For 30 items, 18 tasks of 5 items each might be designed MACRO www.macroinc.com Consulting, Inc. 8 Max/Diff removes brand halo, scale-usage bias and is more discriminating than rating scales.
  9. 9. A Twist on The Basic Theme Animated Modified Brand-Anchored Max/Diff Animated Modified Brand-Anchored Max/Diff is a more efficient data collection method than traditional MACRO www.macroinc.com Consulting, Inc. 9 Max/Diff.
  10. 10. MaxDiff Yields More Information Than Ratings Scales 8.50 8.00 7.50 7.00 6.50 6.00 5.50 5.00 Brand#1 NewBrand Brand#2 2.50 2.00 1.50 1.00 0.50 0.00 -0.50 MACRO www.macroinc.com Consulting, Inc. 10 Ra*ng Scales MaxDiff* -1.00 Item1 Item2 Item3 Item4 Item5 Item6 Item7 Item8 Item9 Item10I tem11I tem12 Brand#1 NewBrand Brand#2 * Note: the form of MaxDiff used to generate this line chart is slightly more advanced than traditional MaxDiff
  11. 11. MACRO www.macroinc.com Consulting, Inc. 11 Summary • Max/Diff is generally superior to rating scales in virtually every measurable way: - Better inter-item discrimination - Better predictive validity - Elimination of brand halo - Elimination of scale usage bias - Fewer invalid completes
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  13. 13. Survey Analytics We help companies listen Enterprise Research Platform Full suite for creating surveys, sending email invitations, and analyzing survey data Online, mobile, off-line fielding apps, panel, respondents sample, and more Presenter: Esther LaVielle VP of Client Services 5 Years with Survey Analytics 7 Years in Market Research “When I’m not working I enjoy being in nature, traveling, cooking new recipes, eating and trying out new restaurants and food trucks around Portland, OR and hanging out with my dog, Cooper.”
  14. 14. The Business Of Pets • $58.5 Billion in 2014 • Steady 4.9 % growth past 2 years • Vet care, products, and other services highest growth • 2015 projects very optimistic • Huge jump in investment groups & entrepreneurs American Pet Products Association http://media.americanpetproducts.org/ press.php?include=145057
  15. 15. MaxDiff Attributes for Rover • In-Home/At Sitter’s Home • Easy Profile Building & Booking • Owns Pets/No Pets • Young Children/No Children • Knows First Aid/Pet CPR • Licensed Dog Handler • Reviews • Social Media Presence • Price • Incentives & Rewards
  16. 16. Screen shot of analysis : Online and downloaded screen shots
  17. 17. Most/Least Share of Preference Chart
  18. 18. Thank You For Joining Us! You have questions, we have answers Paul-Richard McCullough Esther LaVielle Bert Willard Vivek Bhaskaran @surveyanalytics on Twitter sales-team@surveyanalytics.com

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