MaxDiff: Your New UX Superpower (Virtual)

​Ever asked users what they want, only to end up with a wishlist where everything is labeled High Priority? When everything is a must-have, nothing actually is. This is a common trap that leads to feature creep – resulting in products that are bloated, confusing, and expensive to build. 

​In this session, we’ll level up your toolkit with MaxDiff Choice Modeling. You’ll learn how to move beyond simple ratings and use trade-off analysis to force tough choices, giving you the data-driven evidence you need to separate the true must-haves from the dead weight.

​By the end of this session, you won’t just be reporting what users said; you’ll be proving what they need. 

​Join us to learn how to transform nice-to-have feedback into a high-value roadmap that teams actually trust.

​Speakers:

Christo Van Der Walt, Senior Vice President, Quant UX 
With nearly two decades of experience spanning Africa, the Middle East, and the USA, Christo specializes in leveraging large-scale quantitative methodologies to solve complex product challenges. He leads the Quant UX specialization at Ipsos, where he partners with global leaders in Media, Tech, Durables, Finance, and Consumer Packaged Goods (CPG) to translate human behaviors into actionable product strategy and measurable growth.

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Kathryn Valldejuli, Research Analyst, Quant UX
Kathryn specializes in innovation within the CPG space, with a focus on product and pack testing methodologies. With a background in psychology, Kathryn brings a strong consumer-centric lens to understanding behavior and translating insights into actionable recommendations.