Dealing with HIPPOs: Aligning Stakeholders and Customers with MaxDiff

Join us for a free 2-hour interactive showcase where we tackle one of the biggest challenges in UX and product development: aligning internal stakeholder opinions with actual customer needs—especially when the loudest voice in the room belongs to the HIPPO (Highest Paid Person's Opinion).

Bryan Orme, CEO and President of Sawtooth Software, will introduce you to MaxDiff (Best-Worst Scaling), a powerful, data-driven method for uncovering what truly matters to your users and stakeholders. You’ll learn:

• Why traditional rating scales often fail
• How MaxDiff avoids bias and improves discrimination
• How to design surveys that reveal clear priorities
• How to present results in intuitive maps that resonate with decision-makers
• A real-world case study from a SaaS company improving its product roadmap

We’ll also demonstrate how to use the Discover platform to build and analyze surveys.

Whether you're a UX researcher, product manager, or data-driven designer, this session will equip you with tools to bring clarity to complex decisions and navigate stakeholder dynamics with confidence.

Stick around after the event for complimentary starters and drinks at a local bar/restaurant where you can network, ask follow-up questions, and continue the conversation in a relaxed setting.

Who should attend

UX professionals, product managers, researchers, and anyone involved in customer insights or internal decision-making.