9: Boosting Survey Efficiency with Relevant Items MaxDiff Featuring Chris Chapman

In this episode we dive into making surveys more efficient with the use of Relevant Items MaxDiff. Guest speaker Chris Chapman, founder and president of the Quantitative User Experience Association, shares his extensive experience and insights. Chris discusses the motivation behind Relevant Items MaxDiff, its implementation, and how it addresses issues in data quality, respondent experience, and actionable results. Using examples from his work at Google and a live demonstration involving movie ratings, Chris illustrates how the method can improve survey accuracy and focus. Learn about different MaxDiff options, the importance of pretesting, and how Sawtooth Discover can facilitate this process. Ideal for researchers looking to enhance their survey methodologies.

00:00 Introduction

00:38 Guest Introduction: Chris Chapman

01:33 Overview of Relevant Items MaxDiff

06:41 Challenges with Standard MaxDiff

10:31 Implementing Relevant Items MaxDiff

20:16 Live Demonstration and Analysis

28:22 Discussion and Conclusion