This technique is getting a lot of ink lately and winning "best presentation" awards at recent conferences. These articles are a great introduction to maximum difference scaling.
- Maximum Difference Scaling: Improved Measures of Importance and Preference for Segmentation (2003)
- MaxDiff Technical Paper (2013)
- Sparse, Express, Bandit, Relevant Items, Tournament, Augmented, and Anchored MaxDiff—Making Sense of All Those MaxDiffs! (2019)
- Accuracy of HB Estimation in MaxDiff Experiments (2005)