Using Best Worst scaling

Asking people what they want, or to rate the most important factors for a product from a list, can sometimes produce misleading data. This is because people make decisions in a context – with other options – and it is not until you get them to do comparisons and make a choice that you can really get a feel for the attributes that contribute most to a decision.

Best-worst choice experiments are a simple method for doing just that and this HBR article on the MaxDiff technique explains why you should consider doing one instead of a standard ‘importance’ study.  Click the link at the top of the article to see a short video tutorial by one of the authors.

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