Watch and Listen to author Eric Almquist explain the MaxDiff concept and how a restaurant chain used it to improve sales.
A version of this article appeared in the April 2009 issue of Harvard Business Review.
What Do Customers Really Want?
Watch and Listen to author Eric Almquist explain the MaxDiff concept and how a restaurant chain used it to improve sales. What happens when you combine product design virtuosity, high-powered market research techniques, and copious customer data? Too often, the result is gadgets that suffer from “feature creep” or the return of billions of dollars’ […]
Summary.
Reprint: F0904G
A customer-research technique that requires respondents to make a sequence of explicit trade-offs when choosing their preferred product attributes can help companies get a far more accurate read on what customers desire.