Learning from customers should be something teams can do quickly. The ability to get answers to move work or decisions forward should only take a few hours, not days. We don’t think tools should stand in your way of learning from your customers because the research is to make their experiences better, right?
Helio is very special to us because we use it every day to help our clients make better products for their customers. As we’ve practiced more of our user research skills, we found a need to learn a customer's preference through making trade-offs. Now you can too, we’re pleased to present our newest Helio question type, MaxDiff!
In building our new feature, we turned to Design-Decision Makers and Researcher that are available through Helio audiences to challenge our hunches. The result is a question type that takes the guesswork out of measuring preference or value.
Meet MaxDiff. In the simplest terms, MaxDiff questions measures a customers’ preference or importance of items on a list, usually indicating the “best/worst'' or “most/least”. We learned over 80% of researchers do learn about customer preferences.
Save time - get succinct answers. We learned that researchers lean towards one-on-one interactions when learning from customers, which is a time-consuming process. MaxDiff is powerful because it removes the need for multiple steps in the process of learning a customers’ preference for a product or feature. MaxDiff uses just a single question to gauge preference across multiple areas at once. Imagine how much more you can learn by creating a simple survey to send to many customers.
Benefits many teams. MaxDiff is very versatile: teams from design and development to marketing and sales can utilize this gem of a question type to learn from customers. The amazing thing is so many teams have access to researchers! Some highlights include prioritizing features or function, what marketing messaging resonates with a customer, and what a customer’s focus is when making the decision to purchase.
Knowing what’s most important and least important to customers helps companies know where to invest time, talent, and resources. This becomes even more important while we’re all figuring out what’s next while we navigate our new reality. We believe learning and growing from your customers is what’s going to make companies successful going forward.