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Webinar Tutorial - A Beginners Guide To MaxDiff Scaling

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QuestionPro
QuestionPro

MaxDiff Scaling has proven to generate better quality data than ratings scales in virtually every evaluative measure. QuestionPro has unique capabilities that accommodate the very specific data collection requirements of MaxDiff, allowing users to create more accurate consumer insights than ever before. In this webinar, Richard McCullough will review, in non-technical terms, how MaxDiff works, why it is superior to ratings scales and what business questions it can answer.

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Webinar Tutorial - A Beginners Guide to MaxDiff Scaling
Paul-Richard McCullough Dan Fleetwood President, QuestionPro Communities​President, MACRO Consulting, Inc.
Agenda 01 Questions MaxDiff Can Answer 02 Why use MaxDiff 03 What is MaxDiff 04 An Extension to MaxDiff 05 Summary
Questions MaxDiff Can Answer ● What Features Do Consumers Want Most? ● How Satisfied Are My Customers? ● What Are My Customer Attitudes? ● How Do My Customers Feel About My Brand? TECHNIQUE MAXDIFF
Why use MaxDiff ? ● Rating Scales ● Each brand is rated independently on each statement in an image battery, eg, 5 point rating scale. TECHNIQUE MAXDIFF Current Approach - Ratings Scales Batteries
Why use MaxDiff ? TECHNIQUE MAXDIFF Current Approach - Ratings Scales Batteries Rating Scales Batteries Uses Attitudes Importance Lifestyles Brand Imagery Psychographics Brand Preference Satisfaction Segmentation Brand Positioning Usage and Attitudes Customer Satisfaction Messaging Advertising Research New Product Research Anywhere you can use rating scale batteries, MaxDiff can be used instead
Why use MaxDiff ? TECHNIQUE MAXDIFF Because Rating Scales Are Inefficient Rating Scales Resulting data are typically non- discriminating and highly correlated. Rating scales batteries have very little information content ● Flat Responses Across Statements ● Flat Responses Across Brands ● Scale Usage Bias (Segmentation) ● Brand Halo (Brand Imagery) 2 3 4 5 6 7 8 9 10 1
Why use MaxDiff ? TECHNIQUE MAXDIFF Marketing Problem: Which Flavors of Ice Cream Should I Sell? ● Background: - 30 Potential Flavors - Only room for 10 in retail freezer space ● Goal: Maximize Customer Satisfaction ● Method: - Create 18 random (not really) sets of 5 flavors each - Conduct MaxDiff exercise online using QuestionPro - Using hierarchical Bayes (or Latent Class) Logistic Regression, - Estimate flavor preference for each respondent for each flavor ● Analysis: TURF, etc.
What is MaxDiff ? TECHNIQUE MAXDIFF Example: Classic MaxDiff ● 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
What is MaxDiff ? TECHNIQUE MAXDIFF Example: Brand -Anchored MaxDiff
An Extension to MaxDiff: Brand-Anchored MaxDiff with Dual Response
-- NEW APPROACH -- TECHNIQUE MAXDIFF Example: Brand -Anchored MaxDiff Dual Response MaxDiff allows for a zero point in MaxDiff utilities, making comparisons across studies (and brands) feasible.
-- NEW APPROACH -- TECHNIQUE MAXDIFF Modified Brand-Anchored MaxDiff Max/Diff takes longer than ratings scales. Modified brand-anchored MaxDiff hopes to decrease the interview time of the Max/Diff Tasks.
-- NEW APPROACH -- One Last Wrinkle TECHNIQUE MAXDIFF Modified Brand-Anchored MaxDiff Animated Modified Brand-Anchored MaxDiff is a more efficient data collection method than traditional Max/Diff.
-- Case Study -- TECHNIQUE MAXDIFF Research Objectives Compare two approaches to brand imagery measurement, ratings scales and maxdiff, in terms of: ● Inter-brand discrimination ● Inter-item discrimination ● Predictive validity
-- Case Study -- TECHNIQUE MAXDIFF Research Methodology Online Survey: ● Two cells - Rating Scales (n=436) - Max/Diff (n=2,605) ● Three brands ● 12 items ● Questionnaire: - Brand image measurement - Three dependent variables * Item top 3 rank-order * Brand purchase likelihood * Brand forced-choice preference - Demographics
What is MaxDiff ? TECHNIQUE MAXDIFF MaxDiff Yields More Information Than Rating Scales Rating Scales MaxDiff* *Note: the form of MaxDiff used to generate this line chart is slightly more advanced than traditional MaxDiff
TECHNIQUE MAXDIFFSummary ● 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 Note: Max/Diff can take longer to complete than ratings scales And cannot accommodate as many items as ratings scales.
Thank You Contact Information For more info, please contact us at ​Paul-Richard McCullough richard@macroinc.com 650-823-3042 Dan Fleetwood dan.fleetwood@questionpro.com 206-355-0604 @questionpro

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Webinar Tutorial - A Beginners Guide To MaxDiff Scaling

  • 1. Webinar Tutorial - A Beginners Guide to MaxDiff Scaling
  • 2. Paul-Richard McCullough Dan Fleetwood President, QuestionPro Communities​President, MACRO Consulting, Inc.
  • 3. Agenda 01 Questions MaxDiff Can Answer 02 Why use MaxDiff 03 What is MaxDiff 04 An Extension to MaxDiff 05 Summary
  • 4. Questions MaxDiff Can Answer ● What Features Do Consumers Want Most? ● How Satisfied Are My Customers? ● What Are My Customer Attitudes? ● How Do My Customers Feel About My Brand? TECHNIQUE MAXDIFF
  • 5. Why use MaxDiff ? ● Rating Scales ● Each brand is rated independently on each statement in an image battery, eg, 5 point rating scale. TECHNIQUE MAXDIFF Current Approach - Ratings Scales Batteries
  • 6. Why use MaxDiff ? TECHNIQUE MAXDIFF Current Approach - Ratings Scales Batteries Rating Scales Batteries Uses Attitudes Importance Lifestyles Brand Imagery Psychographics Brand Preference Satisfaction Segmentation Brand Positioning Usage and Attitudes Customer Satisfaction Messaging Advertising Research New Product Research Anywhere you can use rating scale batteries, MaxDiff can be used instead
  • 7. Why use MaxDiff ? TECHNIQUE MAXDIFF Because Rating Scales Are Inefficient Rating Scales Resulting data are typically non- discriminating and highly correlated. Rating scales batteries have very little information content ● Flat Responses Across Statements ● Flat Responses Across Brands ● Scale Usage Bias (Segmentation) ● Brand Halo (Brand Imagery) 2 3 4 5 6 7 8 9 10 1
  • 8. Why use MaxDiff ? TECHNIQUE MAXDIFF Marketing Problem: Which Flavors of Ice Cream Should I Sell? ● Background: - 30 Potential Flavors - Only room for 10 in retail freezer space ● Goal: Maximize Customer Satisfaction ● Method: - Create 18 random (not really) sets of 5 flavors each - Conduct MaxDiff exercise online using QuestionPro - Using hierarchical Bayes (or Latent Class) Logistic Regression, - Estimate flavor preference for each respondent for each flavor ● Analysis: TURF, etc.
  • 9. What is MaxDiff ? TECHNIQUE MAXDIFF Example: Classic MaxDiff ● 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
  • 10. What is MaxDiff ? TECHNIQUE MAXDIFF Example: Brand -Anchored MaxDiff
  • 11. An Extension to MaxDiff: Brand-Anchored MaxDiff with Dual Response
  • 12. -- NEW APPROACH -- TECHNIQUE MAXDIFF Example: Brand -Anchored MaxDiff Dual Response MaxDiff allows for a zero point in MaxDiff utilities, making comparisons across studies (and brands) feasible.
  • 13. -- NEW APPROACH -- TECHNIQUE MAXDIFF Modified Brand-Anchored MaxDiff Max/Diff takes longer than ratings scales. Modified brand-anchored MaxDiff hopes to decrease the interview time of the Max/Diff Tasks.
  • 14. -- NEW APPROACH -- One Last Wrinkle TECHNIQUE MAXDIFF Modified Brand-Anchored MaxDiff Animated Modified Brand-Anchored MaxDiff is a more efficient data collection method than traditional Max/Diff.
  • 15. -- Case Study -- TECHNIQUE MAXDIFF Research Objectives Compare two approaches to brand imagery measurement, ratings scales and maxdiff, in terms of: ● Inter-brand discrimination ● Inter-item discrimination ● Predictive validity
  • 16. -- Case Study -- TECHNIQUE MAXDIFF Research Methodology Online Survey: ● Two cells - Rating Scales (n=436) - Max/Diff (n=2,605) ● Three brands ● 12 items ● Questionnaire: - Brand image measurement - Three dependent variables * Item top 3 rank-order * Brand purchase likelihood * Brand forced-choice preference - Demographics
  • 17. What is MaxDiff ? TECHNIQUE MAXDIFF MaxDiff Yields More Information Than Rating Scales Rating Scales MaxDiff* *Note: the form of MaxDiff used to generate this line chart is slightly more advanced than traditional MaxDiff
  • 18. TECHNIQUE MAXDIFFSummary ● 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 Note: Max/Diff can take longer to complete than ratings scales And cannot accommodate as many items as ratings scales.
  • 19. Thank You Contact Information For more info, please contact us at ​Paul-Richard McCullough richard@macroinc.com 650-823-3042 Dan Fleetwood dan.fleetwood@questionpro.com 206-355-0604 @questionpro