MaxDiff is a market research technique that is used to understand how people make trade-offs between different options. It is often used to help market researchers understand what features are most important to consumers when they are making a purchase decision. MaxDiff works by presenting respondents with a series of choices and asking them to choose the option that is most important to them. This technique may be used in lieu of a ranking exercies and yields higher quality outcomes. It can be used to understand preferences for products, services, messaging, or even brands. MaxDiff is a powerful market research tool that can help market researchers to understand consumer behavior and make better-informed decisions.