MaxDiff analysis

What are the benefits of a MaxDiff analysis?

We used this technique, for example, to determine for a client which aspects of a holiday park are more or less decisive in the choice of a holiday park. The results help to determine where more or less investment is needed, but are also valuable input for marketing communications, in order to optimally bring the holiday parks to the attention of the intended target group. In addition, the results help to position certain holiday parks differently and thus appeal to different target groups in the best possible way.

We also used the MaxDiff technique to identify which gifts (incentives) have the most potential to convince consumers to sign an energy contract (conversion optimization). Prior to the research, the client had already come up with a large number of ideas in a brainstorming session, which had to be narrowed down to the most promising options. The research revealed which gifts had the most potential. Moreover, it was possible to further specify this to the group that was 'in market', i.e., consumers with an expiring or flexible energy contract who would consider the client as an energy supplier. In other words, the real target group.

Why choose a MaxDiff analysis?

A MaxDiff analysis provides valuable insights into consumer preferences, enabling you to make more informed decisions. The method helps with:

• Determining the most important aspects of a product or service.
• Optimizing marketing and communication messages.
• Positioning products or services more effectively for different target groups.
• Identifying the most impactful incentives for conversion optimization.

We would be happy to advise you on whether the MaxDiff methodology can also yield relevant results for your research question.