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MaxDiff — priorities
Find priorities through most and least important choices.
What it does
Distinguish relative priorities when several features all seem important.
When to use it
To compare 5 to 20 benefits or attributes under the same criterion.
Before you begin
- 5 to 20 short, distinct texts.
- If using images, keep their style and size comparable.
See how it works
Real screens with demo data
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State the criterion
Add MaxDiff and ask about importance for a concrete decision.
- When choosing a finance app, what matters most and least?
An example to try
When choosing a finance app, what matters most and least?
- Free transfers
- 24-hour support
- Spending tracking
- Virtual card
- Real-time alerts
What you see in results
- Index = (most − least) ÷ exposures × 100, from −100 to +100.
- Read the valid base and exposures; the index is neither a percentage of people nor purchase probability.
Avoid these mix-ups
- Do not mix benefits and brands without a comparable criterion.
- Ties are possible; the index does not have to sum to 100.