People often ask about the difference between choice-based conjoints (CBC), often just called conjoints, and MaxDiff. Both market research methodologies ask respondents to make choices, instead of rating products or features.

The key Difference: Products vs. Features

The difference is what respondents are asked to choose. Choice-based conjoints (CBC) ask respondents to choose from a variety of products made up of varying features. MaxDiff, on the other hand, asks them to pick their favourite and least favourite feature, message or type of product. It might also ask respondents to pick the items they consider most and least important.

In the following example of a MaxDiff, respondents are asked about one feature of a vacation package, the destination country. In the example of a choice-based conjoint, respondents are asked to select a full vacation package. One of the features of each package is the country.


Example of a MaxDiff

Example of a MaxDiff survey interface asking respondents to choose their most and least preferred countries to travel to.

Example of a Choice-Based Conjoint

Example of a choice-based conjoint survey interface asking respondents to choose a vacation package.

Choice-based conjoints help market researchers figure out which features make consumers more or less likely to purchase a product (and by how much). Knowing how features influence purchase decisions can then be used to optimize products to maximize share of preferences, revenue, and/or profits. MaxDiff, on the other hand, helps market researchers figure out how much respondents like or dislike each of a set of items (features, messages, etc.) or how important they consider each of them.

Bypassing Rationalization

We know from decades of research that it's hard to find out what motivates people. When we ask people what matters to them, they usually provide rationalizations of decisions they make for other reasons. Humans also tend to provide socially desirable responses. They like to provide the response that makes them look good and smart. MaxDiff and choice-based conjoints help avoid these problems by asking respondents to make choices instead of asking them what they like or want.

In sum, both are valuable tools for market researchers that avoid some of the major challenges with just asking respondents to tell us how much they like product features.

With its focus on identifying features respondents like or consider important, MaxDiff is usually most helpful for early-stage research. Conjoints test full packages of features, helping optimize products and determine how much customers are willing to pay for entire products or features. Therefore, conjoints are typically used for late-stage research.

Curious what choice-based conjoints or MaxDiff can do for you? Contact us if you'd like to learn more.