Feature Prioritization

You add the features, messages or benefits that you want to compare, choose your audience and launch a guided trade-off survey; no survey design experience required. 

The solution automatically runs MaxDiff and TURF analysis when responses come in and then delivers priority rankings, preference scores and the feature combination that is most likely to appeal to the widest share of your audience.

You only pay for the research you run, and there’s no subscription or long-term commitment. 

Your cost comes down to two things:

2. Targeted responses (optional): If you wish, you can get feedback from your target market using our global audience panel. Price varies based on the number of responses required and targeting criteria. Learn more about our market research panel.

Not at all. The Feature Prioritization solution guides you through every step, from setup to analysis, so you can run a professional MaxDiff study without having any research or quantitative background.

Feature Prioritization is ideal whenever you need to rank options objectively and identify the combination with the widest appeal, including:

If you choose to send your survey to our integrated panel, you can often go from launch to a full analysis in hours. It really depends on your audience sample, but even for niche global audiences, most studies are completed within 24–48 hours.

Our powerful data quality controls ensure reliable respondent data at scale, so you’ll know your results are accurate:

MaxDiff is one of several market research methodologies designed to identify and rank customer preferences, producing best–worst data. It is a type of best–worst scaling that gauges survey respondents’ preference scores for different items. 

Here is a breakdown of how MaxDiff analysis differs from other common methods.

MaxDiff analysis vs. standard rating scale questions
In market research, standard rating scale questions differ from MaxDiff analysis in that they don’t force a respondent to choose their top preference from a list of choices. 

Standard rating scales aim to capture consumer opinions regarding a product or service. Although types of rating scales vary, they often ask respondents to choose on a scale of 1 to 5, ranging from whether they strongly disagree with a statement to strongly agree with a statement.

MaxDiff analysis vs. conjoint analysis
In conjoint analysis, researchers add more dimensions beyond what MaxDiff analysis seeks to determine by describing a product or service with multiple attributes.

Multiple product features are combined to build many product concepts. Respondents are then asked to choose which concept they prefer, providing feedback that can be valuable in terms of developing the most useful and marketable product. SurveyMonkey doesn’t currently offer conjoint analysis.

MaxDiff analysis vs. Likert scale surveys
Likert scales measure agreement or disagreement with statements but don’t force prioritisation. Although they are easy to administer, they often lead to ‘everything is important’ results. MaxDiff addresses this by requiring respondents to make a distinction between what is most and least important.