What's it about?It is reported that an average adult makes about 35,000 conscious decisions every day --- coffee or tea for breakfast, going to the gym or watching TV, which TV show to watch, and occasionally, whether to buy a hybrid or an electric vehicle and how much to spend on it. The challenging times we're in have constrained some of the choices that people make, but it is even more crucial that companies understand what matters most to people and what trade-offs they are willing to make.At Strategy Analytics, we have been helping Fortune 500 companies understand these trade-offs. With thousands of research studies carried out worldwide across a broad range of industries, we have developed and innovated on analytical techniques that prioritize consumer needs, pain points, new ideas, product features, or even specific elements of a product positioning or messaging initiative. This insight has guided the development and marketing of winning and compelling products you now see in the market.What's in it for me?The art and science behind MaxDiff: Best practices in designing MaxDiffThe "so what?" and ?what now?": Interpreting and presenting MaxDiff resultsInnovation beyond prioritization: Leveraging MaxDiff to create targets and product portfolio opportunitiesB2B and B2C case studies: Practical applications of MaxDiff analysis in business decision makingWho is this for?Product Marketing, Product Development, UX, Marketing Communications, Marketing Managers, HW and SW Designers, Insights Managers, and Market Researchers whose role requires an understanding of end-users needs to create and market new products and experiences.Suggested level of expertiseThis masterclass is well-suited for those who have conducted research that used MaxDiff and would like to learn more about how to further leverage it for product development and marketing. This class also provides an excellent introduction to those who may have a basic understanding of MaxDiff and desire to put end-users at the centre of business planning and decision making.