MaxDiff vs. Kano for Guiding Product Design
What's it about?
Kano analysis has been a popular method for prioritizing features for satisfaction and delight. It often uses two dimensions, plotted on a two-space map, for Satisfaction and Functionality. Does Kano analysis really achieve what it purports to do? Could other scaling methods, such as MaxDiff work better?
The speakers will review recent research (by Chapman and Callegaro) that finds that the standard Kano questions have scale points that are subjective, not mutually exclusive, and lead to low test-retest reliability among the same respondents. Rather than using the Kano approach, the speakers recommend picking two dimensions that matter to the business problem and using more reliable scaling methods, such as MaxDiff.
They will wrap up this webinar by showing multiple use cases, then focus on a case study applying MaxDiff to compare priorities between customers and stakeholders for a software company (Sawtooth Software). This application led to a management-friendly quadrant analysis that has been useful for the product manager for planning the next version of a software release and doing a cost/benefit analysis.
What's in it for me?
An overview of the Kano method, including strengths and also weaknesses
A comparison between Kano and MaxDiff and why the speakers believe MaxDiff leads to greater discrimination and no scale use bias compared to traditional rating scales
How to use MaxDiff to obtain better alignment between internal stakeholders and customer needs
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Speakers
Bryan Orme
President at Sawtooth SoftwareBryan Orme, President of Sawtooth Software, Inc, is the recipient of the American Marketing Association’s 2017 Charles Coolidge Parlin Award, an honor reserved for those who “have demonstrated outstanding leadership and sustained impact on advancing the evolving profession of marketing research over an extended period of time.” Bryan received his BA (1991) from Brigham Young University and an MBA from the University of Texas at Austin (1993). Prior to joining Sawtooth Software, Bryan worked in the marketing sciences department at IntelliQuest, Inc. He has published over eighty articles and white papers on conjoint analysis and received the David K. Hardin award for the best paper published in Marketing Research during 2004. He also authored the book Getting Started with Conjoint Analysis (now in its 4th edition) and co-authored the books Becoming an Expert in Conjoint Analysis and Applied MaxDiff. Bryan has been active at the American Marketing Association’s Advanced Research Techniques (A/R/T) Forum. He was twice the co-recipient of the Best Presentation award at A/R/T (1996 and 2004), served on the Program Committee in 2002, and chaired the event in 2003. He has also served as an ad hoc reviewer for the Journal of Marketing Research.
Chris Chapman
Principal UX Researcher at Amazon Lab126Chris Chapman is the Principal UX Researcher at Amazon Lab126 and Founder/Chair of the Quantitative User Experience Conference (Quant UX Con). He has worked at the intersection of Marketing Research and User Experience for two decades at Google, Microsoft, and Amazon, and is the co-author of several books about research methods. His booksinclude "R for Marketing Research and Analytics" with Elea McDonnell Feit (Springer, 2019) which is used as a textbook in more than 120 colleges and universities.
Ed Keller
Executive Director at University of Georgia | MRIIEd Keller is one of the foremost experts in word of mouth, influencer marketing, and consumer insights. As both an entrepreneur in social data & analytics and a top exec in leading insights agencies, he has built and sold businesses, launched data and insights platforms and products, acquired and integrated businesses, managed global teams, and worked with many of the world’s leading brands. He is a sought after board member and advisor for SaaS, data/analytics & MRX companies.
Ed has been called “one of the most recognized names in word of mouth” and was a Social Intelligence 50 honoree in 2023. Ed is inducted into the Word of Mouth Marketing Hall of Fame as well as the Market Research Hall of Fame. He was an ESOMAR Insight250 awardee in 2022. The publication of his book, The Influentials, has been called the "seminal moment in the development of word of mouth." His second book, The Face-to-Face Book: Why Real Relationships Rule in a Digital Marketplace, was named the Best Book in Marketing by the American Marketing Association.
Ed is a leader and innovator in word of mouth measurement, analytics, and strategy as well as word of mouth marketing, influencer marketing and the creator economy, social media analytics, and consumer insights. His work has earned numerous awards as well as multiple patents. His clients include many of the largest and most sophisticated marketing organizations in the world across a range of sectors.
After selling the Keller Fay Group and remaining on as CEO of Engagement Labs, Ed led the development of TotalSocial, a patented platform that integrates measurement of both offline WOM and social media conversation about brands, with analytics to link the results to business outcomes such as sales, brand health, and media amplification.
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