In this article we describe the Suzy platform functionality as it relates to the new survey type: MaxDiff! Before diving in, feel free to check out our MaxDiff Glossary to familiarize yourself with the language of this new exciting action!
Platform Functionality
Setting up your MaxDiff Survey:
- MaxDiff is available as a new survey type within Suzy!
- When creating a MaxDiff survey, you will be able to add MaxDiff questions as well as other question types (e.g. Multiple Choice, Rating, Rank, Scale, Custom Grid). You can add multiple MaxDiff questions in any order throughout the survey.
- MaxDiff surveys require additional analysis to ensure balanced survey design is achieved. Therefore, there are specific respondent minimums depending on how the survey is configured. For example:
- If you are testing 5 attributes, you will need a minimum of 120 respondents
- If you are testing 6 attributes, you will need a minimum of 720 respondents
- If you are testing 7+ attributes, you will need a minimum of 1,000 respondents
- Since your respondent minimum is based on how many attributes added to your maxdiff, the Total Respondent Count will be visible on the Review page (instead of the Audience page)
- When running a MaxDiff question on text attributes, you can test a minimum of 5 and a maximum of 30. When running a MaxDiff question on image attributes, you can test a minimum of 5 and a maximum of 18.
- The numbers of sets in your MaxDiff is determined by the number of attributes you are testing, and the type of attribute, text or images, that you are testing.
- For example:
- If you are testing 10 text attributes, that could break out into 1 set of 10 text attributes or 2 sets of 5 text attributes each.
- If you are testing 12 image attributes, that could break out into 2 sets of 6 image attributes, or 3 sets of 4 image attributes.
- The platform will automatically select the highest possible set count, but you are able to adjust that set count as needed by clicking into the dropdown
- Each set counts towards your 20 question survey max. For example, if you add a MaxDiff action with 3 sets - that counts as 3 questions total
- For example:
Previous Action Targeting:
- You will be able to perform all types of targeting (demographic, previous action, segment, etc.) as well as targeting specific quotas on MaxDiff surveys.
- Due to the respondent minimums for MaxDiff surveys, you should ensure you are targeting an audience that has enough samples to fill the necessary minimums.
- You will also be able to target back to any previously launched MaxDiff survey / action
- When targeting back to a MaxDiff action, you will be able to target to either the “most” or the “least” value, as well as any attribute(s) - “Or” / “And” logic supported
- For example, if you were to target back to the MaxDiff action “Which of the following ice cream flavors is most and least preferred”, with “most preferred” and the attribute “Vanilla Bean” selected, this means that only respondents who selected Vanilla as their most preferred attribute would be targeted
In-Step Targeting
- You will be able to perform in-step targeting on any non-MaxDiff action within your MaxDiff survey back to any previously added action
- Due to the necessary respondent minimum for maxdiff actions, you will not be able to perform in-step targeting on a MaxDiff action, therefore you will not see the ‘Add logic’ button on MaxDiff actions
- When targeting back to a MaxDiff action, you will be able to target to either the “most” or “least” value, as well as any attribute(s) - “Or” / “And” logic supported
- For example, if you added in-step targeting on a scale question back to a MaxDiff action and had “most preferred” and the attribute “Honeycomb” selected, that means that only respondents who selected Honeycomb as their most preferred would see that scale question
Piping
- You will be able to pipe from a MaxDiff action into answer options of Multiple Choice questions, rows of Scale questions, and columns/rows of Custom Grid questions
- If you pipe “most” from a MaxDiff with one set - only 1 answer will be piped (the attribute selected as “most” by respondents in the 1 set)
- If you pipe “most” from a MaxDiff with two sets - 2 answers will be piped (the attributes selected as “most” in the 2 sets)
- When piping from a MaxDiff action, you will be able to pipe either the “most” or the “least” attributes
- For example, if you were to pipe from a MaxDiff action and select “most” as your pipe, it will pull in the attribute(s) that were selected as “most” across the MaxDiff set(s)
- Based on how many sets were in the MaxDiff action you are piping from, that’s how many answers will be piped in. For example:
If you pipe “most” from a MaxDiff with three sets - 3 answers will be piped (the attributes selected as “most” in the 3 sets)
MaxDiff Preview Experience
- You will be able to preview your MaxDiff survey and view the question(s) as a respondent will see them
- In the preview settings (which is only visible to Suzy users, not respondents!), you will find information specific to the MaxDiff set up such as the number of Attributes you see per screen and the Set count
In-Platform Results
- For MaxDiff actions, clients will have access to two charts: Utility Score Chart and Attribute Performance Chart
- Calculation: (Count “Most” - Count “Least”)/(Total Exposures) *100 >> This will be represented as a percentage
- Utility Score Chart will be available when the mission completes
- You will be have access to the follow Chart Settings functionality:
- Update from descending to ascending
- Change the bar colors
- Edit attribute labels
- Hide/Show attributes
- Utility Score: In-platform visualization that shows the utility score for each attribute
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- Attribute Performance: This graph gives you the percentage of responses where the attribute was marked as the most favorite or the least favorite compared to the other items it was presented with.
- Attribute Performance will be available both when the mission is live and complete
- The bars will be presented to show the “most” values in descending order
- Calculation:
- “Most” - (# of times selected “Most”/Total Exposure)* 100
- “Least” - (# of times selected “Least”/Total Exposure)* 100
- You will be have access to the follow Chart Settings functionality:
- Update from Percent to Numbers
- Change the descending to ascending
- Change the colors for the “most” and “least” bars
- Edit attribute labels
- Hide/Show attributes
- Attribute Performance: This graph gives you the percentage of responses where the attribute was marked as the most favorite or the least favorite compared to the other items it was presented with.
Exports
- For MaxDiff surveys, you will have access to the following exports: PowerPoint, Raw (horizontal format), and Demographic Summary
- MaxDiff Summary Slide: Number of attributes, number of sets, Least/Most range, and list of all attributes
- Utility score table with the list of attributes and the corresponding utility score
- Utility Score chart (transposed horizontally)
- Attribute Performance chart (transposed horizontally)
- PowerPoint: When exporting your MaxDiff results to a PowerPoint, you will have access to the following slides:
- Raw Export (horizontal format)
- Each row includes the user ID of the Crowdtap respondent who took the MaxDiff survey
- For MaxDiff actions, it shows the exact order of attributes the CT respondent saw within their set (i.e. their set order)
- After the set order, it shows what the respondent selected as their Most and Least value
- Demographic Summary:
- Attributes: list of attributes tested within that MaxDiff action
- Total “most” value: total count or number of times an attribute was selected as "most"
- Total “least” value: total count or number of times an attribute was selected as "least"
- Total Exposure Count: total number of times respondents were exposed to the attribute (which will equal total of completes, since attributes are always shown once per respondent)
- Shows # and % for total and demographic subgroup per attribute
- Summary at the top of the tab:
- Section below is broken down by attribute and demographic segment
MaxDiff on Suzy- Platform Constraints:
- You will not be able to use Maxdiff with the auto-assign feature - auto-assign is currently only available for Standard Surveys
- When creating a MaxDiff survey, you will be able to use all actions except Text Open-Ends. If you want to include an open-ended question, you will be able to launch one as a follow up action
- While you will be pipe from MaxDiff actions into answer options, rows, and columns - you will be unable to pipe into MaxDiff actions (neither question text nor attributes)
- While you will be able to perform in-step targeting on any action within your MaxDiff survey back to a Maxdiff action, you will not be able to perform in-step targeting on a MaxDiff action - this is due to the respondent minimums required for MaxDiff actions.