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Structured Instrument
MaxDiff Analysis
Participants repeatedly choose the most and least preferred items from randomized sets of options. Their responses are analyzed to rank the items by relative preference, revealing which are most or least valued by the group.
When This Method Fits
Typical duration
Days – Weeks
Typical cost
Low – Medium
Fidelity level
Talk Only
Stage
Discovery, Validation
Hypothesis type
Desirability
Goal type
Find product-market fit, Deepen product-market fit, Validate go-to-market strategy
Randomization
N/A
Study design
Individual case report
Minimum units needed
40
1Best Fit When
Best when you need a robust, statistically-grounded ranking of a set of items or features by relative preference, more reliable than simple rating scales.