Analyzing MaxDiff Results

Once your MaxDiff survey has closed, it’s time to look at your results! Head over to the Insights Explorer page to get started! When analyzing results from your MaxDiff study, be sure to take advantage of Suzy’s in-platform charts/crosstabs, and exportable platform exports. 

In-Platform Results:

• Attribute Performance Chart:
• The Attribute Performance chart shows the number of best/worst selections per attribute. This chart populates live, giving you a dynamic view of your MaxDiff results!
• Users can view the Attribute Performance Chart in 2 ways via sidebar toggle:
• Counts: Shows the count of best/worst selections per attribute
• Percentage: Shows the percentage of best/worst selections per attribute. The formula for these percentages is:
• (# of best selections)/(total # of attribute exposures)
• (# of worst selections)/(total # of attribute exposures)

• Utility Score Chart:
  • The primary way to analyze MaxDiff results is via MaxDiff Utility Score. Utility score is used to show the relative preference of attributes being tested. On Suzy this is shown via the Utility Score chart. 
  • Please note, Utility Scores and the Utility Score chart are only available after your MaxDiff survey is completed. 
  • Utility score is available as both a percentage and number! Both these metrics reflect Utility score and the choice between percentage and number is based on your preference.  
    • The formula for Utility Score percentage is below:
    • 
  • The formula for Utility Score as a number is: (# of times selected best-# of times selected worst)

• Crosstabs:
• Crosstabs allow you to cut your MaxDiff results by demographics.
• Crosstabs for MaxDiff show the number of best/worst selections and total exposures per attribute- similar to the Attribute Performance Chart!
• Please note, Utility Scores are NOT available in the Crosstabs section.

Data Exports:

• Horizontal Raw Data Export: Similar to other horizontal exports on Suzy, this excel export breaks down results by respondent. For MaxDiff results specifically, the export breaks down the sets seen by each respondent (set_#_attribute_#), and specifies the Most/Least selection for each set. 
• Horizontal Demographic Export: An excel export breaking MaxDiff results by attributes and most/least/total exposure counts and percentages. All results are also broken out by demographics such as gender, age, ethnicity, etc.
• Summary Deck: A PowerPoint showing both the Attribute Performance Chart and Utility Score chart, along with visualizations for all other questions asked in the survey.

What if the Attribute Performance Chart and Utility Score Chart show different top performers for my MaxDiff? 

• Attribute Performance shows only the number of best/worst selections, or the“raw” data, of your MaxDiff action. This is helpful to get a sense of how each attribute has performed, but does not take into account any polarizing attributes when sorting attributes by the # of best/worst selections. The Utility Score formula takes into account polarization, neutralizing any attributes that were selected best/worst an equal number of times, and promoting only attributes who were selected best a higher number of times than they were selected worst. 
• For example, below is a set of MaxDiff results:

• In this example, the Attribute Performance Chart would show Chocolate as the highest performer when sorted by ‘Count Best.’ However, the Utility Score Chart would show Vanilla as the attribute with the highest utility and preference among consumers.
• When interpreting MaxDiff results, be sure to understand the mechanisms behind Attribute Performance and Utility Score. Attribute Performance shows more “raw” information, while MaxDiff utilizes a formula to remove any potential polarization from your results