Creating a MaxDiff

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

MaxDiff outperforms traditional rating scales by offering clearer distinctions between preferences. Since respondents choose only the "best" and "worst" options — without relying on a response scale — it eliminates common biases seen 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.
   

Modify MaxDiff labels in the settings panel. Three different labels are 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 provides context for the items respondents choose from. For example, you can use the label “Cookies” above a list of cookie flavors.
3. Show exercise progress (number of tasks) & Task label: This counter indicates the respondent's progress throughout the exercise. The counter can be disabled, and the label field is optional.

On the Advanced tab, you will find additional settings that are not required for preparing a basic MaxDiff exercise but are available if you wish to refine it further.