About Us Vivek Bhaskaran CEO at Survey Analytics Founding Member

We help companies listen, improve and grow.

We develop industry leading online and mobile

technology for surveys, community management

and employee engagement.

Today’s Presenters Paul-Richard McCullough Paul is the President of MACRO Consulting, Inc., where he provides full service market research and analytics consulting to clients in a variety of industries. His areas of expertise are on new product research, market segmentation, brand positioning and market structure modeling.

Bert Willard Market Research Analyst at Ferguson Bert is a data scientist and 15 year market research veteran with a passion for workforce development. He has extensive experience in the overall development of brands and both quantitative and qualitative research practices.

Esther LaVielle VP of Client Services at Survey Analytics Esther has a well-rounded experience using online, mobile and community tools for market research over the past seven years. For the past five years she has worn many hats supporting customers and planning marketing initiatives for Survey Analytics.

Webinar Agenda

●  Theory Behind MaxDiff Scaling (Paul-Richard McCullough)

●  Demo: How to Setup MaxDiff (Esther LaVielle)

●  Business Use Case (Bert Willard)

●  Live Discussion and Q&A

A Brief Introduction to MaxDiff Scaling

Paul Richard McCullough

MACRO Consulting, Inc.

MACRO Consulting, Inc. www.macroinc.com  

Current Approach- Ratings Scales Batteries Why MaxDiff?

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•  Rating Scales •  Each brand is rated

independently on each statement in an image battery, eg, 10 point rating scale.

MACRO Consulting, Inc. www.macroinc.com   MACRO Consulting, Inc. 6 www.macroinc.com  

Ratings Scales Batteries Attitudes Lifestyles Psychographics Satisfaction Importance Brand Imagery Brand Preference

Uses Segmentation Brand Positioning Usage and Attitudes Customer Satisfaction Messaging Advertising Research New Product Research

Anywhere you can use rating scale batteries, MaxDiff can be used instead

MACRO Consulting, Inc. www.macroinc.com  

Because Ratings Scales Are Inefficient Why MaxDiff?

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•  Flat Responses Across Statements •  Flat Responses Across Brands

•  Brand Halo (Brand Imagery) •  Scale Usage Bias (Segmentation)

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Ratings Scales Resulting data are typically non-discriminating and highly correlated. Ratings scales batteries have very little information content

MACRO Consulting, Inc. www.macroinc.com  

Example: Brand-Anchored Max/Diff What Is MaxDiff?

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Max/Diff removes brand halo, scale-usage bias and is more discriminating than rating scales.

MaxDiff consists of multiple “tasks” Each task has 3-5 items

Respondent item ratings are generated using advanced regression

For 30 items, 18 tasks of 5 items each might be designed

MACRO Consulting, Inc. www.macroinc.com  

Animated Modified Brand-Anchored Max/Diff A Twist on The Basic Theme

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Animated Modified Brand-Anchored Max/Diff is a more efficient data collection method than traditional Max/Diff.

MACRO Consulting, Inc. www.macroinc.com  

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Brand#1

NewBrand

Brand#2

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MaxDiff*  Ra*ng  Scales  

MaxDiff Yields More Information Than Ratings Scales

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Item1 Item2 Item3 Item4 Item5 Item6 Item7 Item8 Item9 Item10 Item11 Item12

Brand#1

NewBrand

Brand#2

* Note: the form of MaxDiff used to generate this line chart is slightly more advanced than traditional MaxDiff

MACRO Consulting, Inc. www.macroinc.com   11

Summary

•  Max/Diff is generally superior to rating scales in virtually every measurable way: -  Better inter-item discrimination -  Better predictive validity -  Elimination of brand halo -  Elimination of scale usage bias -  Fewer invalid completes

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Survey Analytics We help companies listen Enterprise Research Platform Full suite for creating surveys, sending email invitations, and analyzing survey data Online, mobile, off-line fielding apps, panel, respondents sample, and more

Presenter: Esther LaVielle VP of Client Services 5 Years with Survey Analytics 7 Years in Market Research

“When I’m not working I enjoy being in nature, traveling, cooking new recipes, eating and trying out new restaurants and food trucks around Portland, OR and hanging out with my dog, Cooper.”

The Business Of Pets

•  $58.5 Billion in 2014

•  Steady 4.9 % growth past 2 years •  Vet care, products, and other services

highest growth

•  2015 projects very optimistic

•  Huge jump in investment groups & entrepreneurs

American Pet Products Association http://media.americanpetproducts.org/press.php?include=145057

•  In-Home/At Sitter’s Home •  Easy Profile Building & Booking •  Owns Pets/No Pets •  Young Children/No Children •  Knows First Aid/Pet CPR •  Licensed Dog Handler •  Reviews •  Social Media Presence •  Price •  Incentives & Rewards

MaxDiff Attributes for Rover

Screen shot of analysis : Online and downloaded screen shots

Most/Least Share of Preference Chart

You have questions, we have answers

Paul-Richard McCullough Esther LaVielle Bert Willard Vivek Bhaskaran

Thank You For Joining Us!

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