How to identify the advertising claims that reveal the technologies to develop first.
A bike helmet brand had many innovation ideas. But not all of them are equally valuable to consumers. Here's how MaxDiff analysis turned development ideas into clear priorities.
A bike helmet brand had several innovation tracks: anti-rotation protection, integrated LED, advanced ventilation, recycled materials, magnetic closure, lighter construction, and more.
But not all these innovations are equally valuable in consumers' eyes. Before investing in product development, the brand wanted to know which promises were truly the most compelling.
The MaxDiff study allowed each innovation to be turned into an advertising claim, then measured which ones triggered the strongest preference level, across two very different cyclist profiles.
The brand had many development ideas, but no clear way to know which to prioritize.
The risk was developing features that seemed attractive internally but made little difference at the moment of purchase.
In a standard survey, almost all innovations can seem important. Consumers easily give high ratings to safety, comfort, visibility, durability, or design.
But these ratings don't tell you which innovations truly matter most when consumers have to make a choice.
MaxDiff forces respondents to trade off. In each scenario, they choose the most and least compelling claim from several options. This produces a much more discriminating ranking of real priorities.
Each development idea was turned into a clear advertising claim. Respondents then compared these claims in a series of MaxDiff scenarios.
This approach allows two questions to be answered simultaneously:
14 advertising claims, each associated with a technology or product development decision.
| Advertising Claim Tested in MaxDiff | Technology / Development Behind It |
|---|---|
| Anti-rotation protection to better protect your head in case of a fall. | Anti-rotation system |
| A multi-impact shell designed to better absorb violent impacts. | Reinforced shell / multi-density foam |
| Safety tested beyond minimum standards. | Advanced safety testing |
| An integrated rear LED to stay visible as light fades. | Rechargeable LED |
| 360° visibility thanks to reflective elements all around the helmet. | Peripheral reflectors |
| Precise adjustment in seconds. | Micro-adjustable dial |
| Lasting comfort thanks to memory foam. | Premium foams |
| Internal air channels to keep your head cool. | Optimized internal ventilation |
| A lightweight structure for more comfort without compromising safety. | Lightweight construction |
| In-mold construction for more solidity and less weight. | In-mold technology |
| Easy magnetic closure, even with gloves. | Magnetic buckle |
| Antibacterial interior for a fresher helmet every day. | Antibacterial textile |
| Recycled materials for a more responsible helmet. | Shell / recycled components |
| Replaceable parts to extend the life of your helmet. | Modular components |
Results show that priorities vary strongly by cyclist type.
Among urban and commuter cyclists, the most powerful claims are linked to visible safety: anti-rotation protection, integrated LED, and 360° visibility. For this segment, the helmet must reassure in daily traffic, especially when light fades or traffic becomes dense.
Among sports cyclists, priorities are different. Ventilation, lightness, anti-rotation protection, and in-mold construction become much more important. This segment looks for a high-performance helmet, comfortable over time and adapted to effort.
This result shows that the brand should not communicate a single message to all cyclists. The innovations to develop and the arguments to highlight must vary according to the target segment.
Urban cyclists primarily want to be better protected and more visible. Sports cyclists primarily want to stay cool, ride light, and maintain high protection.
The study enabled consumer preferences to be turned into concrete development priorities.
For an urban range, the brand should prioritize:
For a sports range, it should prioritize:
The brand can thus avoid prioritizing less differentiating features, such as recycled materials or replaceable parts, which score low in both segments.
MaxDiff identifies the innovations with the most perceived value. But once these priorities are known, another question arises: what combination of features and prices actually maximizes choice?
That's where Discrete Choice Modeling comes in.
A second DCM phase could test several complete helmet configurations, for example:
MaxDiff doesn't just rank advertising messages. When a claim corresponds to a specific feature or technology, the resulting ranking also becomes a product decision-making tool.
It identifies the innovations with the greatest commercial potential, those that deserve to be developed first, and those that can be deferred or reserved for a specific segment.
Study characteristics:
This study is an illustrative example based on a simulated MaxDiff design. It shows how the method can be used to prioritize messages and product innovations.
We can help you measure the perceived value of your messages, features and product concepts.
Typical study: 15–25 items tested · 150–300 respondents · Results in 3–5 days
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