QuMind Adds MaxDiff Analysis Feature

UK-based consumer intelligence platform QuMind has launched a feature which applies MaxDiff analysis to help companies align their products and services with what matters most to their customers.

Previously known as MindMover Group, QuMind provides a platform with qual, quant and analytics tools, offering continuous intelligence around customers' wants, needs and behaviour, and based on connections with 145 million consumers worldwide. Last month the firm launched a solution called Dynamic StoryBoards, promising researchers the ability to present all their findings alongside their analysis in one shareable, interactive dashboard.

The company's latest feature uses MaxDiff methodology to gauge survey respondents' preference scores. This allows users to populate a questionnaire with a list of options which are then randomised before being presented to consumers. It can also be used to refine marketing messages, for example, to determine if a campaign is saying what people want to hear, or whether it is irrelevant to their concerns.

The solution takes a large list of attributes and then randomly displays them across several screens in smaller subsets, in order to present customers with choices - for instance asking which of five options on each screen is most and least important, before moving on to a new list of five random options. Kevin Woods (pictured), Director of Research & Insights, explains: 'If asked to rank a list of attributes from one to twenty, most people could point to the one or two things they found most and least important. This new feature replicates a more realistic decision-making process, going beyond simple likes and dislikes to deliver more accurate data based on a more meaningful and robust set of needs'.

Web site: www.qumind.co.uk .