MaxDiff Essentials Certification Course (Self-Serve)
Discover how MaxDiff analysis reveals what customers truly value and how to turn those insights into better business decisions. In this self-paced, hands-on course from Sawtooth Software, you'll learn on your own schedule how to build MaxDiff surveys, analyze customer preferences, prioritize product features, test marketing messages, and identify needs-based customer segments. Using Sawtooth's Discover platform, you'll gain practical experience with one of market research's most powerful techniques for understanding preferences and making confident, data-driven decisions. Click the 'view course' button to learn more.
What you'll learn
- Why rating scales fall short (lack of discrimination, scale use bias) and how MaxDiff excels
- How ranking questions have limits and are problematic to analyze and why MaxDiff is often the better approach
- How to design MaxDiff experiments that collect the right amount of information without overwhelming respondents
- How to find needs-based segments using Segment Finder (Latent Class MNL)
- How to optimize a portfolio of items using TURF (Total Unduplicated Research and Frequency)
- How to interpret MaxDiff results correctly
