Ask customers what they really want, and they’ll tell you they want it all. It’s a familiar problem to market research users — a long list of importance ratings all clustered near the top of the scale. The business outcome is often no decision or, worse, a bloated and expensive product. This can be avoided using MaxDiff with anchoring and TURF analysis.

MaxDiff (short for “maximum difference”) forces tradeoffs. Anchoring provides context to the tradeoffs relative to an objective standard. Finally, TURF (Total Unduplicated Reach and Frequency) ensures the product is desirable to the greatest number of customers.

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