Choosing the right question type is essential to designing surveys that are both engaging and insightful. Below is a breakdown of the main question groups, each with a brief description and the specific question formats included.
Regular Questions
The fundamentals of most research projects — your go-to tools for gathering structured quantitative data.
Includes:
- Radio Buttons — Single-choice selection
- Checkboxes — Multi-choice selection
- Combobox / Cascade — Dropdown menus, often used for hierarchical options
- Reorder — Ranking items by preference or importance
Context Questions
Use multimedia and instructional elements to create a more immersive and understandable experience for respondents.
Includes:
- Instruction Text — Clarify or guide without asking a question
- Image — Display visuals to support or frame questions
- Video — Embed clips to enrich context or simulate scenarios
Matrix Questions
Efficiently gauge opinions across multiple items or attributes. Ideal for capturing nuanced feedback on attitudes, importance, and satisfaction.
Includes:
- Sliders — Rate items on a continuum
- Progressive Matrix — Dynamic rating across rows
- Star / Smiley Rating — Visual scales for sentiment or satisfaction
- Distribute — Allocate values across categories
Qualitative Questions
Go beyond the numbers and capture the "why." These tools help uncover the story behind your data.
Includes:
- Open-Ended Text — Freeform written responses
- Forms — Structured multi-field input
- Image Response — Upload or annotate images
- Video Response — Record verbal feedback
- Conversation AI — AI-powered verbatim coding and sentiment analysis
Specialty Questions
Discover unique tools that measure implicit reactions and uncover insights standard formats can't reach.
Includes:
- Polarity Scale — Measure intensity of agreement or disagreement
- Side-by-Side — Compare attributes or options in parallel
- Heatmap — Click or highlight areas of an image
- Rapid Association — Capture instinctive word or concept associations
- Impression Dial — Track moment-by-moment reactions to stimuli
Research Tests
Advanced methodologies for choice modeling, product testing, and behavioral analysis.
Includes:
- MaxDiff — Identify most and least preferred items
- Van Konan — Prioritization and trade-off testing
- Topography — Explore layout or visual hierarchy
- Conjoint — Simulate real-world decision-making
- Shelf Test — Assess product visibility and appeal in a shelf layout
- Ecommerce — Test your products in real-world ecommerce environments, customizing and mimicking an online shopping experience for consumers