Hello,
In Design XM solution;
- With MaxDiff - TURF analysis: what is the difference between the calculation types: first choice and top 2 choices?
- With Conjoint report: what is the difference between the calculation types: preference share, first choice, utility scores, cost analysis?
Thanks for you help
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Rubee If you haven't already, I’d recommend reviewing this support page on TURF analysis and this support page on Conjoint projects to help you get started. If you still have questions after reviewing the linked support pages, you'll want to reach out to the Support team, as they are best equipped to help answer questions and provide support! 
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