MaxDiff Certification Workshop

Researchers (including in marketing, economics, psychology, strategy, and Quant UXers) are catching on to how useful Maximum Difference Scaling is for measuring importance and preference. Although MaxDiff is often used with samples of respondents numbering in the 100s, it can also yield key insights and drive hypotheses when executed with sample sizes fewer than a dozen people (e.g., as extensions to IDIs and focus groups).

For in-class exercises, we’ll use the clean and intuitive Discover survey platform from Sawtooth. (The free version of Discover is suitable for all class exercises, so you don’t need to purchase a subscription.)

This class is intended for any researcher who uses surveys to understand human/consumer preferences and attitudes and is interested in expanding their skills in learning how to design, field, and analyze MaxDiff studies.

To extend your knowledge…

• We’ll introduce MaxDiff and describe which research situations you’d favor it over other simpler approaches.
• We’ll cover market segmentation using Discover’s powerful, yet easy-to-use “segment finder” (via latent class analysis).
• We’ll explain why TURF (Total Unduplicated Reach and Frequency) can be a valuable extension of MaxDiff analysis for optimizing sets of items to reach/motivate the largest number of consumers.
• After the course concludes, you’ll be able to take a certification test to assess your knowledge about MaxDiff. Success on the test leads to a Sawtooth MaxDiff certification that you can add to your digital profile and resume.