MaxDiff (Maximum Difference Scaling) is a research technique used to measure preferences by having respondents evaluate sets of items, choosing the most and least important or preferred options from each set. It’s commonly used in market research to prioritize product features, benefits, or messaging. Unlike traditional ranking or rating scales, MaxDiff provides more nuanced insights by forcing trade-offs between options, leading to clearer differentiation in preferences. The results help identify the relative importance of items on a ratio scale, making it ideal for understanding customer priorities in a clear and actionable way.