HauckEye Method
MaxDiff Alternative Approach
I’ve had the need over the years to redesign common techniques to meet specific needs. Such as how to make MaxDiff exercises simpler and more efficient.
The Common Approach
When you have a list of 10+ unique attributes to put into order and understand the relationship value, researchers often recommend the MaxDiff approach. While MaxDiff is an excellent technique I have frequently used, a few negatives suggest MaxDiff is not always the best approach.
- Questionnaires are lengthy
- Observations are limited across relationships
- Tends to cost more for the statistical analysis
- Redundant/leads to respondent fatigue
Repetitive, time-consuming, and can lead to respondent fatigue.
The Better Alternative
Phase 1 — Sort attributes in terms of interest—for example, a question to a respondent could be, what is the importance of making this purchase decision? With sorting, the respondent ranks a list of attributes from first to last in order of importance. HaukEye’s techniques make it easy to rank large numbers of attributes, we’ve handled as many as 50 unique attributes.
Phase 2 — Score the responses and assign 100 points based importantance of each attribute.
The output is very simular to MaxDiff, just much more robust.
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