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MaxDiff Analysis Reports

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About MaxDiff Analysis Reports

You don’t have to conduct analyses or customize your own reports when you’re conducting a MaxDiff. The reports you need to understand your MaxDiff analyses will be generated for you.

You can access your MaxDiff Analysis Reports by going to the Reports tab and making sure you remain in the MaxDiff Analysis section. No data or graphs will appear until you have collected the minimum number of responses required to do so.

Reports tab selected on top, then MaxDiff Analysis to the far-left in the row just below that

Qtip: You can also get to reports by clicking Preview Analysis on the Overview tab.

Analyze section bottom of Overview tab, has a progress bar and a blue Preview analysis button

Attention: Text iQ, Stats iQ, and Crosstabs are not available for MaxDiff Analysis.

Feature Counts

Line graph that displays least and most preferred. This one shows that the more likely a feature is rated most preferred, the less liekly the respondents rate it least preferred, and vice versa.

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. Most preferred is represented as a blue line, whereas least preferred is represented as a teal / turquoise line.

For example, looking at the screenshot above, we see that “Reasonable Prices” was indicated as a least preferred option in 0% of the samples where it was presented, whereas in 47.2% of samples where it was presented respondents marked it as their most favorite.

Highlighting over a data point gives the percentage again. The number above the percentage is the data point’s order of appearance on the X-axis and has nothing to do with the actual count of respondents who selected that answer.

Image Key

If your levels have images attached, there will be an image key explaining the level corresponding to each image. In addition, if you hover over your graph, you will see images in place of feature text.

Image showing how the image will appear if you hover on certain parts of the graph, but also the image key at the bottom of the report

Average Feature Utility

Bar graph with negative to positive axis to show the sheer utility difference

The Average Feature Utility is the average calculation across respondents’ individual utility scores for each feature. The higher a feature’s average utility is, the more it was preferred by customers. The more negative the average utility, the more likely it was that the feature was indicated as least preferred.

Using the example above, people tended to find “Reasonable prices” important when judging shoe products from this company. On the other hand, “Strong laces” has a very high negative score because it was frequently the least important feature when respondents were asked to choose between it and every other available item.

In order to see this chart, you may need to click Show Average Feature Utility below the Preference Share chart.

TURF Analysis

The TURF Analysis graph helps you determine what combination of items would appeal to the largest portion of your sampled market. To learn more about how this is calculated and how best to use this data, see the TURF Analysis support page.

Using the Analysis type dropdown, you can change your TURF Analysis to the following:

  • First Choice: This method is calculated by looping through each product combination and deriving the percentage of the sample that is reached. The researcher can define if being “reached” means that the item has to be a respondent’s top overall choice or preference.
  • Top 2 Choices: This method is calculated by looping through each product combination and deriving the percentage of the sample that is reached. The researcher can define if being “reached” means that the item has to be in the respondent’s top 2 overall choices or preferences.
  • Weighted Probabilities: This method incorporates the principles of the multinomial logit modeling used to derive the MaxDiff utility preferences. It calculates the probability that a combination of items would be selected as most preferred, weighted by the item’s preference share.

A TURF Analysis chart with an analysis type dropdown

Every TURF Analysis displays the most preferred combination of choices. Within this preferred combination, the graph displays each attribute’s contribution to this being the most preferred combination, and the cumulative effect of those choices on the market share as they are combined.

Example: In the screenshot above, we see Spaghetti contributes 75% of the Market Share to the combination, and Cream Puffs only has 25%. However, it’s the addition of Cream Puffs to Spaghetti that finally brings this combination to a 100% market share, displaying mass appeal to the surveyed respondents.


Using the Export button, you can export MaxDiff data into a CSV format. Learn more about the process, what calculations are exported, and what the different column headers mean on the Exporting Raw MaxDiff Data support page.

Export button in upper-right

Qtip: Exported data will not contain non-MaxDiff survey data. See the Survey Platform Exporting Data support page to see how to export just your non-MaxDiff data.

Refreshing the Data

When you visit the reports after new data has been collected, a yellow banner will alert you that New responses have been collected since you last refreshed your report. This means the data you see may be from a previous batch of responses. This banner can be temporarily closed, but if you leave the page and come back without any data refreshes having taken place, it’ll pop up again.

Image of banner and refresh button

If you would like to manually refresh and force the report to update, click Refresh in blue on the upper-right.

Qtip: The report automatically refreshes every hour. To the left of the Refresh button, it will tell you when the data was last refreshed.

Changing MaxDiff Report Display Names

You can change the display names of the features and levels of your MaxDiff project so that your data is easier to visualize. This will not affect the feature and level names as they appear in your MaxDiff survey.

  1. Click the gear icon on your report.
    the recode gear on a maxdiff report
  2. Enable Display Names.
    the report settings of a maxdiff report
  3. Enter the text you want used in your report.
    Qtip: You can leave a field blank if you don’t want to change its display text.
  4. Click Save at the bottom of the editor.