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Discussion on "Easy MaxDiff in R" | Hashnode

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Easy MaxDiff in R

Try MaxDiff for yourself with 10 lines of R code

Oct 11, 2023·20 min read·quantuxblog.comUpdated May 23, 2025Read the article

#quantux
#uxresearch
#r

#maxdiff

Written by

Chris Chapman

@chrischapman · Seattle

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R, Quant UX, and Marketing Research author. Executive Director, Quant UX Association.

President, Quant UX Association. Previously: Principal UX Researcher @ Google; Amazon Lab 126; Microsoft. Author of "Quantitative User Experience Research" and "[R | Python] for Marketing Research and Analytics".

Responses1

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Amelia

Nov 10, 2023

Hi Chris, this is great! Would love to see a post on doing an anchored MaxDiff in either R or Excel. I've used it to help address the issue of relative importance in a regular MaxDiff :)

Chris Chapman

Nov 11, 2023

I agree! Anchored MaxDiff is a great option to get at something beyond purely relative importance in MaxDiff.

OTOH, the primary implementation of Anchored MaxDiff relies on hierarchical Bayes estimation, and that is beyond the scope of something like the "easy" counts-based approach taken here. I'll think about it!

(This post is not a recommendation to do counts, but rather was intended to be a demonstration someone might use for learning, before jumping into a real MaxDiff implementation.)