Create a MaxDiff question

Present participants with a series of attribute sets, and ask them to select their most and least preferred attributes from each set.

Their selections are combined to calculate an overall ranking of attributes.

Use a MaxDiff question if you want to:

• Collect more robust results than you would get from a scale question.

  Because MaxDiff questions ask participants to choose the best and worst options, there is no room for middling or ambiguous responses.

• Ask participants to evaluate many attributes at once, without straight-lining their answers or experiencing decision fatigue.

Note: This feature is available at an additional cost. For more information, please contact your Account Representative.

Example
Sample modern view: Sample classic desktop view: Sample classic mobile view:

1. From the Survey Builder Toolbox, under Questions, do one of the following:
   • Drag the MaxDiff question to the Table of Contents.
   • Click the MaxDiff question.
   
2. In the Table of Contents, click the MaxDiff question.
   Result: The Edit Pane appears.
3. Optional: Edit the Question name.

   Question names:

   • Should be unique.
   • Can contain symbols and all alphanumeric characters.
   • Are not displayed to participants.
4. In the Question text field, enter the question text.
   Note: The recommended character limit is 2500.
5. Type the Response labels:

   Option	Description
   Least preferred label	Label displayed for the "worst" attribute.
   Most preferred label	Label displayed for the "best" attribute.
   Attribute label (optional)	Label displayed for all attributes.

6. Type the Attributes.
   Each attribute can have 60 characters maximum. Typically, 10 to 30 attributes is recommended.

   Tip: If you have fewer than 10 attributes, use a Rank Order question instead. It's less fatiguing for participants and the results are still accurate.

   Note: You cannot add or delete attributes after the survey is distributed. However, you can still edit the attribute labels, and move the attributes up or down.
7. Optional: Move an attribute by doing one of the following:
   • Grab the answer using the Drag handle on the left side of the answer text, and move it up or down.
   • Click Options and select Move up or Move down.
8. Optional: Delete an attribute by clicking More > Remove.
   
9. Select an attributes per set / sets option.
   Note: You cannot change this option after the survey is distributed.

   For more information about this setting, see How the MaxDiff experimental design works.
10. Once you have authored your question, you can also:
    • Add an image to an attribute (modern version only)
    • Add an image to a question
    • Hide a question
11. Optional: To preview the question in desktop or mobile view, in the Edit Pane, click Preview.
    
    Result: A preview of your survey appears, starting with the selected question.

    Note: Preview in mobile view simulates the mobile experience. For best results, preview your question on a mobile device.