A Max Diff (also known as Best-Worst) is a series of questions where respondents are asked to pick the most important and least important option out of a given list. Max Diff questions can be used as an alternative to a rating scale. Researchers may use Max Diff questions in scenarios where trade-offs are required and to identify preferences for a particular brand/attribute.

Below is an example of a standard Max Diff using a grid format with text only. On the next screen you will see a customized version, which uses images to make the survey more engaging.