How P&G Optimizes Claims, Packaging, and Products Using Newer Forms of MaxDiff
Who doesn't want to do more with less?
Standard rating scales have serious problems, including encouraging lazy straightlining behavior and being subject to scale-use bias. Both can throw major wrenches into proper segmentation and cross-cultural research.
Best-worst scaling — MaxDiff — can help.
MaxDiff is already an established tool for measurement and market segmentation but we’re taking it even further.
With a little ingenuity, MaxDiff can become adaptive and actually “listen” to respondents to provide even more relevant tradeoffs in later phases of data collection.
The results?
These innovations make the surveys even more engaging and in some cases allow us to use half the sample size while obtaining equal or even better results. The payoffs involve getting more from less while also making respondents feel more validated along the way.
Of course, as with any research technique, there are some pitfalls to avoid with MaxDiff. After hundreds of MaxDiff projects, we know what works and what doesn’t.
Join us to learn how to optimize product offerings and delight customers.
