MaxDiff-Analyse (Maximal-Differenz-Skalierung)

MaxDiff Analysis, or Maximum Difference Scaling, is an advanced methodology particularly valuable in market research and product development across various industries such as consumer goods, technology, healthcare, and services. This technique is especially applicable in the early and middle phases of product design when determining which features or attributes resonate most with target audiences. Teams including product managers, design engineers, marketing strategists, and user experience researchers often collaborate to implement this analysis. It provides a clear framework for respondents to evaluate subsets of product attributes or features, clarifying preferences in a way that traditional rating scales may not effectively capture. This approach is valuable during product iterations and concept testing, as it can influence decisions about which features to prioritize based on quantifiable interval-scale scores derived from user preferences. By leveraging MaxDiff, companies can refine their offerings to meet user expectations while optimizing resource allocation in product development processes. As a result, the method is not only practical for identifying key differentiators in a crowded market but also aids in aligning product strategies with consumer needs. Such an evidence-based approach supports competitive positioning and enhances the likelihood of a successful product launch.