Before You Begin
Welcome Message: We recommend adding context and setting the tone of your test before it begins (this sits within the test settings).
Question Limits: 15-20 questions depending on your account type.
Question Types Available
Focus Area
Ask respondents to view, watch, read, or think about one of your assets. Focus areas can also be used as a divider or to introduce a new section to the test.Open Question
Ask respondents to leave comments on your assets.Likert Scale
Ask respondents to answer on a scale from 'Strongly agree' to 'Strongly disagree'.Slider
Ask respondents to answer on a numerical scale of your choice.Emoji
Let respondents react using emoji on one of your assets with a follow-up comment.Multi-punch
Ask respondents to select multiple answers from a list of options.Single-punch
Ask respondents to select one answer from a list of options.Ranking
Ask respondents to order or prioritize a list of options.
Best Practices for Question Wording
Be clear
Use simple, unambiguous language everyone can understand.Stay unbiased
Avoid leading or suggestive phrasing that influences responses.Keep it accessible
Skip jargon and use universally understood terminology.Stay focused
One question = one topic (avoid double-barreled questions).Be culturally appropriate
Tailor language to your audience's context.Respect privacy
Don't ask intrusive, embarrassing, or overly personal questions.Make it relevant
Ensure questions are answerable by your target audience.Consider perspective
Frame questions appropriately for the study type and respondent expectations.Be consistent
Use similar phrasing and relevance across all participants.Protect comfort levels
Respect respondents' boundaries and privacy.
Result: Well-crafted questions yield unbiased, valuable insights and higher-quality research outcomes.
Test Structures
Example Test Structure: Sequential Creative Design Test with 4 Routes
Welcome Message
Provide context for the test, disclaimers, and estimated completion time.
Design A
Focus Area
Introduce the first asset: "This is Design A, please review this image carefully and then proceed to answer a few questions about it."
Q1a – Initial Reaction (Emoji)
Which of these emojis best reflects your immediate reaction to this design?
Supporting copy: "Please click on the design to leave your answer."
Q2a – Appeal (Slider)
How appealing do you find this design?
1 - Not appealing at all / 5 - Very appealing
Supporting copy: "Please select your answer and then click on the image to leave your answer."
Q3a – Relevancy (Slider)
How relevant would you say this design is to you?
1 - Not relevant / 5 - Very relevant
Supporting copy: "Please select your answer and then click on the image to leave your answer."
Design B
Focus Area
Introduce Design B.
Q1b – Initial Reaction (Emoji)
Q2b – Appeal (Slider)
Q3b – Relevancy (Slider)
Design C
Focus Area
Introduce Design C.
Q1c – Initial Reaction (Emoji)
Q2c – Appeal (Slider)
Q3c – Relevancy (Slider)
Design D
Focus Area
Introduce Design D.
Q1d – Initial Reaction (Emoji)
Q2d – Appeal (Slider)
Q3d – Relevancy (Slider)
Note: Designs A–D will be added to groups which will be randomized to avoid any bias.
Comparative Questions
Focus Area
Show all 4 designs together.
Q13 – Purchase Intent (Single Punch)
Which of these designs is most likely to make you want to purchase this product?
Supporting copy: "Please select your answer and then click on the image to leave your answer."
Q14 – Additional Question
Additional question on all designs.
Q15 – Additional Question
Additional question on all designs.