What we understand from MaxDiff is the relative value of each of the attributes. However, we don’t understand if all the items tested are important, if some of them are important or if none of them are important. Thanks to both Louviere and Lattery, we are able to implement an “anchoring” procedure that allows us to draw a line in the sand where that threshold of importance lies. However, is there another Anchoring approach we could consider? Potentially adding a none alternative to every screen, similar to a choice-based conjoint? This presentation seeks to explore two new anchoring techniques and compare them to the two current Sawtooth Software offerings. Option 1 - Indirect Dual Response Method from Jordan Louviere Option 2 - Direct Anchoring from Kevin Lattery Option 3 - Best with a None Alternative Option 4 - Best with a Dual-Response None Alternative
