MaxDiff Scaling, also known as Best/Worst Scaling, is a research technique that results in interval scale measurements that are based on comparative statements. It could be used for a number of purposes, including features or benefits of a product or service or potential marketing messages for a new product. Learn more about MaxDiff or try it for yourself at www.surveyanalytics.com

1. About Us
Vivek Bhaskaran
CEO at Survey Analytics
Founding Member
We help companies listen, improve and grow.
We develop industry leading online and mobile
technology for surveys, community management
and employee engagement.

2. Today’s Presenters
Paul-Richard McCullough
Paul is the President of MACRO Consulting, Inc., where he provides full service market research and
analytics consulting to clients in a variety of industries. His areas of expertise are on new product
research, market segmentation, brand positioning and market structure modeling.
Esther LaVielle
VP of Client Services at Survey Analytics
Esther has a well-rounded experience using online, mobile and community tools for market research over
the past seven years. For the past five years she has worn many hats supporting customers and planning
marketing initiatives for Survey Analytics.
Bert Willard
Market Research Analyst at Ferguson
Bert is a data scientist and 15 year market research veteran with a passion for workforce development.
He has extensive experience in the overall development of brands and both quantitative and qualitative
research practices.

3. Webinar Agenda
● Theory Behind MaxDiff Scaling (Paul-Richard McCullough)
● Demo: How to Setup MaxDiff (Esther LaVielle)
● Business Use Case (Bert Willard)
● Live Discussion and Q&A

4. A Brief
Introduction to
MaxDiff Scaling
Paul Richard McCullough
MACRO Consulting, Inc.

5. Why MaxDiff?
Current Approach- Ratings Scales Batteries
MACRO www.macroinc.com Consulting, Inc.
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• Rating Scales
• Each brand is rated
independently on
each statement in
an image battery,
eg, 10 point rating
scale.

6. Anywhere you can
use rating scale
batteries, MaxDiff
can be used instead
MACRO Consulting, Inc. 6
Ratings Scales Batteries
Attitudes
Lifestyles
Psychographics
Satisfaction
Importance
Brand Imagery
Brand Preference
Uses
Segmentation
Brand Positioning
Usage and Attitudes
Customer Satisfaction
Messaging
Advertising Research
New Product Research
MACRO www.macroinc.com Consulting, Inc.

7. Why MaxDiff?
Because Ratings Scales Are Inefficient
1
2
3
4
5
6
7
8
9
10
• Flat Responses Across Statements
• Flat Responses Across Brands
• Scale Usage Bias (Segmentation)
• Brand Halo (Brand Imagery)
MACRO www.macroinc.com Consulting, Inc.
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Ratings Scales Resulting data are typically
non-discriminating and
highly correlated.
Ratings scales batteries have
very little information content

8. What Is MaxDiff?
Example: Brand-Anchored Max/Diff
MaxDiff consists of multiple “tasks”
Each task has 3-5 items
Respondent item ratings are generated using
advanced regression
For 30 items, 18 tasks of 5 items each might be
designed
MACRO www.macroinc.com Consulting, Inc.
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Max/Diff removes brand halo,
scale-usage bias and is more discriminating than rating scales.

9. A Twist on The Basic Theme
Animated Modified Brand-Anchored Max/Diff
Animated Modified Brand-Anchored Max/Diff is a more efficient data collection method than traditional
MACRO www.macroinc.com Consulting, Inc.
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Max/Diff.

10. MaxDiff Yields More Information Than Ratings Scales
8.50
8.00
7.50
7.00
6.50
6.00
5.50
5.00
Brand#1
NewBrand
Brand#2
2.50
2.00
1.50
1.00
0.50
0.00
-0.50
MACRO www.macroinc.com Consulting, Inc.
10
Ra*ng
Scales
MaxDiff*
-1.00
Item1 Item2 Item3 Item4 Item5 Item6 Item7 Item8 Item9 Item10I tem11I tem12
Brand#1
NewBrand
Brand#2
* Note: the form of MaxDiff used to generate this line chart is slightly more advanced than traditional MaxDiff

11. MACRO www.macroinc.com Consulting, Inc.
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Summary
• Max/Diff is generally superior to rating scales in virtually
every measurable way:
- Better inter-item discrimination
- Better predictive validity
- Elimination of brand halo
- Elimination of scale usage bias
- Fewer invalid completes

12. 12

13. Survey Analytics We help companies listen
Enterprise Research Platform
Full suite for creating surveys, sending email
invitations, and analyzing survey data
Online, mobile, off-line fielding apps, panel,
respondents sample, and more
Presenter:
Esther LaVielle
VP of Client Services
5 Years with Survey Analytics
7 Years in Market Research
“When I’m not working I enjoy being
in nature, traveling, cooking new
recipes, eating and trying out new
restaurants and food trucks around
Portland, OR and hanging out with
my dog, Cooper.”

15. The Business Of Pets
• $58.5 Billion in 2014
• Steady 4.9 % growth past 2 years
• Vet care, products, and other services
highest growth
• 2015 projects very optimistic
• Huge jump in investment groups &
entrepreneurs
American Pet Products Association
http://media.americanpetproducts.org/
press.php?include=145057

17. MaxDiff Attributes for Rover
• In-Home/At Sitter’s Home
• Easy Profile Building & Booking
• Owns Pets/No Pets
• Young Children/No Children
• Knows First Aid/Pet CPR
• Licensed Dog Handler
• Reviews
• Social Media Presence
• Price
• Incentives & Rewards

20. Screen shot of analysis : Online and
downloaded screen shots

22. Most/Least
Share of Preference Chart

23. Thank You For Joining Us!
You have questions, we have answers
Paul-Richard McCullough Esther LaVielle Bert Willard Vivek Bhaskaran
@surveyanalytics on Twitter
sales-team@surveyanalytics.com