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Max Diff

The Max Diff (Maximum Difference Scaling) question type asks respondents to select the best and worst option from a set of items. It's a research-grade technique for understanding relative preferences and priorities.

When to Use​

  • Feature prioritization — find out which features matter most (and least) to users.
  • Brand attribute testing — which brand qualities resonate strongest?
  • Pricing research — which value propositions drive purchase decisions?
  • Menu or product line optimization — what to keep, what to cut.

How It Works​

  1. You define a set of items (e.g., 6–10 features or attributes).
  2. Respondents see a subset of items and pick the most important and least important.
  3. PollPe rotates through different subsets so all items are compared.
  4. The results reveal a clear ranking of all items based on relative preference.

Question Settings​

  • Items: Add the options you want respondents to compare.
  • Required: Make the question mandatory.
  • Proceed Button Text: Customize the CTA on this step.

Respondent Preview​

Respondents see a list of items with two columns: "Most Important" and "Least Important." They select one item in each column.

Research Tip: Max Diff produces more discriminating results than simple rating scales because respondents are forced to make trade-offs. It's widely used in market research as a simpler alternative to conjoint analysis.

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