With the introduction of Anchored MaxDiff from Jordan Louviere (Indirect Anchoring) and Kevin Lattery (Direct Anchoring), we're given a new set of capabilities and a proxy for the "none" alternative that we previously only had in a Choice-Based Conjoint. But can (and should) we take our smaller CBC designs and turn them into Anchored MaxDiffs? If we do, will we get similar results? Benefits could include automatically capturing interaction effects, easily running TURF analysis, and creating clustering solutions based on reactions to the entire product preference, not just individual feature preference. This paper sets out to understand the pros and cons of turning a simple CBC into an Anchored MaxDiff and recommendations for when it might be most useful.
