MaxDiff

Also known as: Best-Worst Scaling, MaxDiff Scaling, BWS

Technique identifying consumer's most and least important preferences through best-worst comparisons, with greater discrimination than Likert scales.

MaxDiff (Maximum Difference Scaling) is a research methodology where respondents choose the most and least important element from a presented set (best-worst scaling), creating a preference ranking with greater discrimination than traditional Likert importance scales.

Its main advantage over direct importance scales is that it eliminates acquiescence bias (where all attributes tend to receive high scores on direct scales), forcing respondents to make real trade-offs between options.

Most common uses: prioritizing product benefits, ranking communication claims, selecting app features, and optimizing SKU portfolios through TURF analysis.

Atlantia integrates MaxDiff in its Concept Test and Product Strategy solutions.