Creating a MaxDiff

MaxDiff (Best-Worst Scaling) is a method used to estimate preference or importance scores for a set of items, such as brands, product features, or claims. Instead of asking respondents to rank a large list, MaxDiff breaks it down into smaller tasks. In each task, respondents choose the best and worst items from a subset, typically 4-6 items at a time. This approach makes the process more manageable for respondents and produces more accurate, reliable results.

MaxDiff also outperforms traditional rating scales by providing clearer distinctions between preferences. Since respondents select only "best" and "worst" options — without relying on a response scale — it eliminates common biases found in cross-cultural research.

1. Click any Add button.
   
2. Select MaxDiff.
   
3. Enter question text.
4. Enter list items. Enter options one by one or paste in a list from a program such as Microsoft Word or Excel. There must be at least six items.
   

A new list is automatically created for your question, or you can select an existing list from the list selection dropdown. Enter options one by one or paste them from programs like Microsoft Word or Excel.

Modify MaxDiff labels by clicking the Exercise Settings menu (Gear icon ) at the top right of the exercise. There are three different labels available for a MaxDiff.

1. Best and worst labels: These label the scale on which a respondent considers and chooses the items in the list.
2. Items label: This label gives context to the items the respondents are choosing among. For example, you can use the label “Cookies” over a list of cookies flavors.
3. Show exercise progress (number of tasks) & Task label: This counter shows the respondent the progress they have made through the exercise. The counter can be turned off and the label field is not required.

On the Advanced tab, you’ll find additional settings that aren’t necessary for preparing a basic MaxDiff exercise, but are available if you’d like to further refine it.