One of my favorite types of questions is the “importance” question. Questions like: “How important is it that your car makes a statement about you?”
Rating how important an attribute is to your audience is critical when developing marketing messages. But the way we analyze these attributes always seems to fall short. This is where Max-Diff scaling comes in. Think of it as a conjoint “lite” for when you want to measure preference and trade-off without the hassles of pricing, features and benefits.