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Twenty Years in the Making: The Evolution of Deft Research

Kyle Janssen, Senior Research Associate -    2025 marks an important year for us at Deft Research. This year we are celebrating our 20th anniversary of providing top-of-the-line consumer insights to assist senior and commercial market leaders with decision-making. Starting out with publishing only two studies in 2006, this year...

MaxDiff—A Hierarchy of Fries

Andrew Anthony, Research Manager - MaxDiff, or best-worst scaling, is a method of discerning a ranked order of preference or importance for a set of items. Instead of asking respondents to rate each item individually, they are asked to select the best and worst item among a subset of the...