MaxDiff is a form of discrete choice analysis that gets beyond physical product features to the conceptual and attitudinal drivers of preference. Survey participants examine lists of relevant words and phrases and select their most preferred and least preferred from each list. Different combinations of words and phrases are presented on each list, allowing the researcher to generate a preference ordering that closely reflects the conceptual “map” the subject actually used in making decisions. Once the nuts and bolts of the product are determined, MaxDiff helps the marketer determine the messages and marketing strategies which are most likely to generate a positive response from the consumer.