Research Methods

But What If – Using Situational MaxDiff to Understand How Needs Vary across Settings

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About this presentation

Product needs vary not only between individuals but can also vary within the same individual based on the situation in which the product is used. We introduce a new method which enables researchers to address this concern: Situational MaxDiff. Situational MaxDiff investigates participant needs based in pre-defined situations. We present a method that leverages pooled data to keep questionnaire time manageable and still produce precise findings which can improve segmentation findings.

Stefan Meissner
GfK SE – An NIQ Company
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