Date: July 22, 2026 | 12 p.m. ET | Free
Presenter: Bryan Orme, CEO, Sawtooth Software
Duration: 1 hour
Description:
Better than Rating Scales: The Remarkable MaxDiff
Tired of respondents rating most everything as important? Having trouble in cross-cultural research when different countries use rating scales differently? Want a better way to develop needs-based segmentation personas? MaxDiff to the rescue! Join Sawtooth’s Bryan Orme to learn how and why MaxDiff (best-worst scaling) works so well.
You will learn:
- How MaxDiff obtains high discrimination, while eliminating scale use bias
- How to interpret MaxDiff results and present to others
- Extensions of MaxDiff, including needs-based segmentation (for developing personas) and TURF optimization for optimizing sets of multiple items that reach the most people
- After the webinar, you can optionally create, field, and analyze your own MaxDiff study using a free version of Sawtooth’s cloud-based survey tool, Discover.
Presenter: Bryan Orme, CEO, Sawtooth Software
Bryan Orme, CEO of Sawtooth Software, has been researching, writing about, and teaching courses about MaxDiff and conjoint analysis for three decades. He brings an intuitive, non-technical approach to the subject so you can clearly understand the hows and whys behind research methods. Aside from work, he enjoys traveling and scuba diving.