--- title: "MaxDiff vs Conjoint Analysis: Which Should I Use?" description: MaxDiff and Conjoint Analysis has its own unique approach to investigating your product’s features. Find out which methodology works best for your use case. image: https://editor-blog.sightx.io/hubfs/BLOG-%20MaxDiff%20vs%20Conjoint.png --- [![sightX](https://editor-blog.sightx.io/hubfs/raw_assets/public/SightX_June2020/images/sightX-logo2.svg "sightX")](https://sightx.io/) ![sightX](https://editor-blog.sightx.io/hubfs/raw_assets/public/SightX_June2020/images/message2.svg "sightX") - [Why SightX?](https://sightx.io/about/) - [Features](https://sightx.io/capabilities/) - [Pricing](https://sightx.io/pricing/) - [Blog](https://blog.sightx.io/) - [Log in](https://app.sightx.io/) - Get Started ![sightX](https://editor-blog.sightx.io/hubfs/raw_assets/public/SightX_June2020/images/burger2.svg "sightX") Share this story - - - [![](https://editor-blog.sightx.io/hs-fs/hubfs/BLOG-%20MaxDiff%20vs%20Conjoint.png?width=767&name=BLOG-%20MaxDiff%20vs%20Conjoint.png)](https://editor-blog.sightx.io/maxdiff-vs-conjoint-analysis) Research Resources # MaxDiff vs Conjoint Analysis: Which Should I Use? Savannah Trotter Jun 22 2022 If you've worked in the insights space for long, you’re likely familiar with both conjoint and maxdiff analysis. They are widely used across market research, most often for product and message testing.  And while both can help you to better understand what consumers value most about your product or service, each has a unique approach and output that can be beneficial depending upon your use case.   So today, we'll explore what each of these experiments can help you accomplish, how they are similar, what makes them different, and which you should choose for your specific use case! Before we dive in, let’s cover a few terms we’ll use throughout this piece:  **![Type=Default, Size=sm, Color=Success](https://editor-blog.sightx.io/hs-fs/hubfs/Type=Default%2c%20Size=sm%2c%20Color=Success.png?width=24&height=24&name=Type=Default%2c%20Size=sm%2c%20Color=Success.png)****Attributes**- Also known as the features of a product or service. These are the aspects of your offering that will be evaluated in a maxdiff or conjoint analysis. For example, the attributes of a pre-packaged cold brew product could be price, flavor, packaging sustainability, or the amount of caffeine. ![Picture of a cold brew bottle with callouts on its attributes, which are the aspects that will be evaluated in a maxdiff or conjoint analysis](https://editor-blog.sightx.io/hs-fs/hubfs/Flavor-1.png?width=619&height=348&name=Flavor-1.png)   **![Type=Default, Size=sm, Color=Success](https://editor-blog.sightx.io/hs-fs/hubfs/Type=Default%2c%20Size=sm%2c%20Color=Success.png?width=24&height=24&name=Type=Default%2c%20Size=sm%2c%20Color=Success.png)Levels**- These are simply the options related to each attribute that you will be testing. Continuing the example above, the levels of our flavor attribute could be plain, vanilla, or hazelnut. **![Type=Default, Size=sm, Color=Success](https://editor-blog.sightx.io/hs-fs/hubfs/Type=Default%2c%20Size=sm%2c%20Color=Success.png?width=24&height=24&name=Type=Default%2c%20Size=sm%2c%20Color=Success.png)Profile or Card**- This is the hypothetical product (or service) offering generated during a conjoint experiment. It’s the total package of your attributes with randomized levels displayed. Below is a sample profile for our cold brew product: ![A sample profile for a hypothetical product that is generated during a conjoint experiment](https://editor-blog.sightx.io/hs-fs/hubfs/emails/conjoint%200.png?width=356&name=conjoint%200.png)   ## **What are Conjoint & MaxDiff Analysis? ** ### Conjoint Analysis In market research, a conjoint analysis is a technique used to [measure the value of your product's features](https://sightx.io/blog/conjoint-analysis-optimize-your-product-pricing)- both individually and as a package.  It does this by giving respondents a choice between 2-3 profiles, each with the same attributes but with randomized levels. Using our cold brew product; a question from a conjoint analysis exploring price, packaging sustainability, flavor, and the amount of caffeine would look something like this:   ![A sample survey that helps measure the value of various product features during a conjoint experiment](https://editor-blog.sightx.io/hs-fs/hubfs/Conjoint%201.png?width=661&name=Conjoint%201.png)   ### MaxDiff Analysis On the other hand, MaxDiff analysis allows respondents to quantify their preferences by rating your product’s attributes as least or most important to them. A sample question from a MaxDiff exploring similar attributes of our cold brew product might look something like this:   ![ A sample questionnaire during a maxdiff analysis that helps quantify preferences for various product attributes](https://editor-blog.sightx.io/hs-fs/hubfs/maxdiff.png?width=653&name=maxdiff.png)   ## **How are MaxDiff and Conjoint Similar? And How Are They Different? ** ### Similarities Both Conjoint and MaxDiff analysis force respondents to make tradeoffs, simulating a real-world buying decision. While each experiment has its own way of doing this, they will both give you a better understanding of which attributes are most important to your audience.  ### Differences  The output of a MaxDiff will show you a ranking of your attributes from best to worst. This gives you a quick and easy way to understand which individual features are the most valuable to consumers and which matter least.    ![A sample MaxDiff Analysis graph](https://editor-blog.sightx.io/hs-fs/hubfs/download%20(1).png?width=609&name=download%20(1).png) On the other hand, the output from a conjoint analysis will not only show you the importance of each attribute but also the popularity of each level within your attributes. Ultimately this will help you to better understand the optimal package to capture the largest market share.   ![A sample graph from a conjoint analysis. ](https://editor-blog.sightx.io/hs-fs/hubfs/Price.png?width=676&name=Price.png)   So, the next time you're trying to evaluate which methodology is right for your use case, just think about your goals:  **![Type=Default, Size=sm, Color=Success](https://editor-blog.sightx.io/hs-fs/hubfs/Type=Default%2c%20Size=sm%2c%20Color=Success.png?width=24&height=24&name=Type=Default%2c%20Size=sm%2c%20Color=Success.png)**IF you’re looking to better understand your product’s attributes individually, we’d suggest a MaxDiff. Alternatively... **![Type=Default, Size=sm, Color=Success](https://editor-blog.sightx.io/hs-fs/hubfs/Type=Default%2c%20Size=sm%2c%20Color=Success.png?width=24&height=24&name=Type=Default%2c%20Size=sm%2c%20Color=Success.png)**IF you're interested in finding the best overall package of attributes for your product, we'd suggest a conjoint.  And if you need a little guidance to get you started with either of these techniques, [check out our blog on MaxDiff Analysis](https://sightx.io/blog/before-running-a-maxdiff) or these [expert tips on conjoint analysis!](https://sightx.io/blog/6-tips-for-a-better-conjoint-analysis)    ## **Automated MaxDiff & Conjoint Analysis with SightX** The SightX platform is the next generation of [automated market research tools](https://sightx.io/capabilities): a single, unified solution for consumer engagement, understanding, advanced analysis, and reporting. Allowing insights, marketing, and CX teams to start, optimize, and scale their insights workflow. Remove the guesswork from your current insights strategy by going directly to the source. Reach out today to start a trial, or let us know what you need and we’ll set up a tailored platform demo! ## More stories Research Resources ### [What is Concept Testing & What are the Steps to Running One?](https://editor-blog.sightx.io/what-is-concept-testing) [Read More  ](https://editor-blog.sightx.io/what-is-concept-testing) Research Resources ### [What are Online Panels in Market Research?](https://editor-blog.sightx.io/what-are-online-panels-in-market-research) [Read More  ](https://editor-blog.sightx.io/what-are-online-panels-in-market-research) Research Resources ### [What Do You Ask Before Running a MaxDiff Experiment?](https://editor-blog.sightx.io/before-running-a-maxdiff) [Read More  ](https://editor-blog.sightx.io/before-running-a-maxdiff) Research Resources ### [How to Market a New Product: Strategies, Tools, and Tips](https://editor-blog.sightx.io/how-to-market-a-new-product-strategies-tools-tips) [Read More  ](https://editor-blog.sightx.io/how-to-market-a-new-product-strategies-tools-tips) [Back to all posts](https://blog.sightx.io) Request a Demo ## Automating Curiosity Meet the next generation of consumer insights Request a Demo × ![sightX](https://editor-blog.sightx.io/hubfs/raw_assets/public/SightX_June2020/images/request.svg "sightX") ## Request a Demo ![sightX](https://editor-blog.sightx.io/hs-fs/hubfs/raw_assets/public/SightX_June2020/images/company-logo@2x%20(1).png?width=200&name=company-logo@2x%20(1).png "sightX") Join our newsletter to stay up to date on features and releases - [Why SightX?](https://sightx.io/about/) - [Features](https://sightx.io/capabilities/) - [Blog](https://blog.sightx.io/) - Request a Demo - [Log in](https://app.sightx.io/login) © 2026 SightX All Rights Reserved [Privacy Policy & Terms of Service](https://sightx.io/privacy-and-terms/)