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Chamberlain's MaxDiff

Presentation for MaxDiff

Adam Jacobson

on 30 October 2009

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Transcript of Chamberlain's MaxDiff

MaxDiff Researchers in many disciplines face the common task of measuring the preference or importance of multiple items, such as brands, product features, employee benefits, advertising claims, etc. The most common (and easiest) scaling approaches are used. You are an executive at a chain of upscale grocery stores and want to expand your stores to offer customers the best experience possible.

An expanded produce department, featuring organic foods An expanded assortment of locally-grown foods

A selection of ready-to-eat foods for take-out A wine-and-cheese shop, with gourmet products from around the world

A bath-and-body shop, with premium, natural soaps and other products With limited resources, and space, how do you choose which to offer? You could ask customers to rate their interest... but they’d probably confirm what you already suspect:

Bath-and-body shop Wine-and-cheese shop Ready-to-eat foods Locally-grown foods Expanded produce department 9.7 9.5 9.6 9.6 9.7 "on a scale from 1 to 10 how interested would you be in..." all are attractive options MaxDiff, a technique offered by Chamberlain, provides a practical alternative for understanding customer preference Why? Rating or ranking attributes is not natural to a customer. It is usually only done in survey research. Business Problem Feature Competition MaxDiff, recreates a natural shopping experience by asking respondents to make choices among alternatives. Which is your favorite, and least favorite choice? •An expanded produce department, featuring organic foods

•A wine-and-cheese shop, with gourmet products from around the world

•A bath-and-body shop, with premium, natural soaps and other products
Feature competition provides better discrimination than ratings exercises Chamberlain creates customized MaxDiff reports that make it easy to understand what your customers want. Example Exercise: Easy to interpret results This means no more head-scratching, because everything scores nine-point-something. MaxDiff Results With MaxDiff you are able to confidently determine that your customers are 50% more interested in locally grown foods. You are considering expanding to one of the following: With these results you create an initiative to market all of your store's locally grown food.

In a short time, you increase revenue with minimal investment. For more information on MaxDiff or other reseach options, please contact Chamberlain's Director of Business Development at:
608.246.3010 or maxdiff@crcwis.com Increased feature discrimination allows Chamberlain to easily determine exactly how much more interested your customer is in one option or feature. MaxDiff programming ensures all options (up to 20) are rotated and placed equally with each other in different competitive sets.
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