The polarity scale question type, also known as a semantic differential, is essentially a smooth scale with 200 steps. It is often used to measure subjective or nuanced perceptions of a brand, logo, corporate identity, product, service, character, experience, or situation.
This question type prompts respondents to move the slider to the left or right of center in order to indicate how close their perception is to one of the two opposing alternatives located at each end of the scale.
To insert a polarity scale question, simply drag and drop the polarity scale icon from the sidebar into the survey editor.
To add scales, click the “+” below the last scale. You can add up to seven scales per question.
To delete a scale, hover to the left of the corresponding scale number and click the red “x” that appears.
Next, specify the left label and right label for each scale. You can choose from the large library of pairs we’ve created by navigating to the dropdown menu, or you can enter your own unique scales.
You can change the order in which scales appear for each respondent by turning on global randomization. Even with global randomization selected, you can still anchor scales in place. Simply activate the anchor icon adjacent to the desired scale.
Now let’s explore the custom settings that you can enable for this question type. You will find a series of checkboxes at the bottom of the question.
“Snap to center” creates a ‘gravitational zone’ ten steps in either direction from the center. The platform will snap the slider back to the middle if a respondent is indecisive and leaves the slider too close to the center.
When you use “snap to center” with the “accept neutral” option off, you can prevent users from remaining undecided and force them to pledge their allegiance toward one end of the scale or another.
“Snap to poles” creates a similar gravitational zone around the extreme ends of the scales. Once the slider is released within ten steps of either end, the platform will automatically snap it all the way to the end of the scale.
"Show values" gives respondents a sense of precision by showing values above the sliders.
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