1. Introducing… Sawtooth Software’s MaxDiff Analyzer
(A Web-Based Analysis Tool for Maximum Difference Scaling Studies)

2. What MaxDiff Analyzer Offers…
TURF (Total Unduplicated Reach and Frequency) optimization searches
For optimizing bundles of items to best “reach” respondents
Employs “exhaustive search”
Advanced functions such as:
Prohibit certain items from occurring within the same set
Force certain items into sets

3. What MaxDiff Analyzer Offers…
Automatic rescaling of scores if using CBC/HB
If you use CBC/HB to compute your MaxDiff scores, you know that there is some extra effort to insert the “omitted” item and to set all the scores on a probability scale
MaxDiff Analyzer does this for you

4. What MaxDiff Analyzer Offers…
Confidence intervals on scores
For either the “probability-scaled” or “raw” scores, MaxDiff Analyzer will report the 95% confidence interval
Analysis by Segments, including Weighting

5. First Step… Create a Project…

6. Add a Title…

7. Upload Your Scores…

8. Upload Your Scores…

9. Your scores are rescaled and tabulated…

10. You can download the summary table or the rescaled individual scores

11. You can segment the scores as well, such as by categories of age…
(Weighting may also be applied, but it is not in this example.)

12. The Basic Simulator…
Check which items to include in the simulation…

13. Simulator Output…
Read: if only these three items were offered to respondents, what % of respondents would prefer each item?
Item 8 is preferred by 47.6% of the sample, etc.
(“First Choice” and “Share of Preference” simulation options available.)

14. TURF Analysis: Finding an Optimal Bundle of Items
Let’s search for the three items (out of our 20) that taken together as a bundle (portfolio) would include items that were attractive to the most amount of people in terms of encouraging them to reenlist in the Navy.

15. About 1 second later (n=250)…
Read: the most effective bundle of items is {1, 5, 20}

16. Licensing Details $250 per year per user
Supports up to 10 projects concurrently loaded
A web-based application, so there is no software to install
Questions? Call Brian McEwan at or write