Survey campaign question types

Survey Campaigns can include a mix of different question types. Once you align on the essential information you need from expert respondents and get the hang of the question types, you can quickly build out your survey in the Advocacy Platform.

Here's an overview of the different survey question types below.

Multiple Choice: Single Answer

Single-answer questions provide options that allow respondents to select only one answer. This question type provides your brand with an easy way to display a list of multiple-choice answers without overwhelming respondents. Here are example questions and answers you could ask:

• What is your go-to brand?
  • Brand 1, Brand 2, Brand 3, Other
• How would you rank your level of expertise in photography?
  • I am a beginner, I am an intermediate, I am experienced, I am a professional, Other
• How frequently have you purchased a product from our brand?
  • I have never purchased a product, A few times, Many times, Other

However, a common drawback of multiple-choice questions is that they force you to limit responses to a predetermined list of options, which can cause bias in your results. You can solve this problem by clicking the checkbox to include a freeform text option labeled: “Other” beneath the multiple-choice questions where the expert can provide more information.

You can include up to seven total answer choices, and respondents can scroll through the answers and select one option that applies to them.

• Type the answer options in the provided textbox fields
• To insert additional answer choices, click + Add Answer Choice at the bottom of the list
• To delete an answer choice, hover your cursor to the right of the answer and click the trash can icon that appears
• To shift the order of an answer choice, click the six dots and drag and drop it up or down to the preferred location

Here's an example of how a Multiple Choice: Single-Answer question can look to experts:

Multiple Choice: Multiple Answer

Multiple-answer questions provide options that allow experts to click on one or more answers. They enable experts to scroll through the answers and select all choices that apply to them. This question type provides your brand with an easy way to display a list of multiple-choice answers without overwhelming respondents. Here are example questions and answers you could ask:

• What are your go-to brands?
  • Brand 1, Brand 2, Brand 3, Other
• What outdoor activities do you regularly participate in?
  • Hiking, Biking, Walking, Climbing, Skiing, Snowboarding, Other
• What type of environment do you predict you will wear your socks in?
  • Cold climate, Warm climate, Dry climate, Humid climate

However, a common drawback of multiple-choice questions is that they force you to limit responses to a predetermined list of options, which can cause bias in your results. You can solve this problem by clicking the checkbox to include a freeform text option labeled: “Other” beneath the multiple-choice questions where the expert can provide more information.

You can include up to seven total answer choices, and respondents can scroll through the answers and select one or more options that apply to them.

• Type the answer options in the provided textbox fields
• To insert additional answer choices, click + Add Answer Choice at the bottom of the list
• To delete an answer choice, hover your cursor to the right of the answer and click the trash can icon that appears
• To shift the order of an answer choice, click the six dots and drag and drop it up or down to the preferred location

Text: Freeform Answer

This surveying field requires experts to type an answer in an open text box and doesn't provide any pre-set answers. You can customize the copy to ask a question or make a request. For example:

• If you've purchased from our brand in the past, which product did you buy?
• Could you tell us why you prefer our brand over other competitors?
• What does (brand name) do well?
• What changes would (brand name) have to make for you to give it a higher rating?

After your survey is published, you can review experts' responses individually in the Campaign Manager.

Linear Scale

A Linear Scale is a simple, efficient way to collect feedback on how strongly experts feel about a specific topic. The scale centers around a neutral option so you can uncover experts' different degrees of opinion.

For example, you could ask target experts: How important is it for you to purchase products from sustainable brands?

• Not at all important
• Moderately important
• Very important

To customize the Linear Scale:

• Type the question in the provided textbox field
• Beneath the scale, type three answer options to represent different levels of potential expert opinions. For example:  
  • 1 - Not at all important, 3 - Moderately important, 5 - Extremely important
  • 1 - Disagree, 3 - Neutral, 5 - Strongly agree
  • 1 - Very dissatisfied, 3 - Neither satisfied nor dissatisfied, 5 - Very satisfied

Here's an example of how a Linear Scale question can look:

Net Promoter Score

With the Net Promoter Score (NPS) question type, you will ask experts to rank their likelihood to recommend your brand on a scale from one to 10 to better understand your business health.

• 0 - Not at all likely to recommend
• 10 - Extremely Likely

The benefits of this question type are that it is a straightforward question that is easy for experts to understand, NPS is a core metric trusted across categories and industries, and finally, this question will provide you with valuable high-level insights from trusted experts at a point in time.

Your brand name will automatically populate within the question, but you can fully customize the question language.

Favorability Matrix

A Favorability Matrix question is a closed-ended question that asks experts to rate two or more items against a scale. The default matrix includes two things for the expert to rate, but you can include up to six. There is also a linear scale with two labels that you can customize to represent experts' various levels of opinion. To customize the matrix:

• Insert a question in the provided textbox field
  • An example question includes: How would you rate your satisfaction with the fit and functionality of the following products?
• Type the Items to Rate in the provided textbox fields
  • To insert additional items that you would like the expert to rate, click + Add Item at the bottom of the list
  • To delete an item choice, hover your cursor to the right of the item and click the trash can icon that appears; note: you must have at least two items listed for the expert to rate
  • To shift the order of an item choice, click the six dots and drag and drop it up or down to the preferred location
• Beneath the scale, type in two Scale Labels to represent different levels of potential expert opinions. For example:  
  • 1 - Not at all important, 5 - Extremely important
  • 1 - Disagree, 5 - Strongly agree
  • 1 - Very dissatisfied, 5 - Very satisfied

Here's an example of how the Favorability Matrix question can look:

Numeric

A Numeric question asks experts completing the survey to input a specific number. You can customize the question and have a 250-character word limit.

Example questions you could ask include:

• How many products of ours do you own?
• How old are you?
• How many Instagram followers do you have? 
• How many days per week do you use our product?

Net Promoter Score (4 Questions)

With the Net Promoter Score (NPS) Four Questions option, experts will be provided with four standardized questions to help your brand collect NPS insights, measure experts' perceptions of your brand, and better predict your overall business growth. You can customize the questions if you would like. The questions include:​

1. Net Promoter Score: How likely are you to recommend BRAND to others? ​0 to 10 rating (0 is Not at all likely to recommend, 10 is Extremely likely)​
2. Freeform Text: What does BRAND do well?​ Open text field, 1,000 characters​
3. Freeform Text: What changes would BRAND have to make for you to give it a higher rating?​ Open text field, 1,000 characters​
4. Multiple Choice Single Answer: How many times per week do you recommend BRAND to others? Please enter a whole number. More than once a day, Daily, 3-4 times per week, Once a week, 1-2 times per month, Never​

Here's an example of how the NPS (4 Question) question can look:

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