“…One way to think about best-worst scaling is as an extension of paired comparisons (David, 1969;Thurstone, 1927), which is an established methodology in sensory and consumer science (e.g., Buck, Wakeling, Greenhoff, & Hasted, 2001;Duineveld, Arents, & King, 2000;Léon, Couronne, Marcuz, & Köster, 1999;Liem, Mars, & de Graaf, 2004). That methodology can be extended from choices among pairs to choices among larger sets of items, and best-worst scaling adds a further layer of sophistication by identifying not only the best item, but also the worst one.…”