Versta Research Post

A Better Way to Scale MaxDiff Utilities

MaxDiff is a survey method used to measure the importance of product features.  Subsets of features are presented, and respondents are asked to select which feature is most important and which feature is least important.  Its advantage over other techniques is that by forcing a choice from among multiple features, it more strongly differentiates the…

Versta Research Post

Entrepreneurial Advice: Rethink Your Research

Executives who lead entrepreneurial firms have dramatically different attitudes about market research from their counterparts at larger established firms, according to a recent study from Saras Sarasvathy, an associate professor of business administration at the University of Virginia. The study suggests that entrepreneurs are more focused on immediate and practical questions that will help them…