MaxDiff experimental design plays a key role in producing accurate and reliable results, as it ensures all attributes were exposed equally and that no attribute had stronger or weaker exposure than another.

Our experimental design follows principles of frequency balance, orthogonality, across-set positional balance, within-set positional balance, and connectivity. By following these principles, all attributes can be placed on a common utility scale by calculating the utility score for each attribute. 

Note: In order to ensure valid results, it is critically important that your MaxDiff action fills to the desired number of respondents. If your MaxDiff action is closed early or does not fill to the specified number of respondents, there is a high likelihood that your study is not balanced, potentially causing exposure biases towards certain attributes.

Learn more about experimental design.