Questions
A question is a formula.
Think of each question as a formula you compose from components. Add a stimulus, a decision, a reasoning term — and you get a single, ~10 second interaction engineered for the signal you actually need.
Question =Media+Choices+Text
- Time
- ~10s
- Terms
- 1–4
- Output
- 1 answer
Formula breakdown
Exhibit 01 — Media + Choices + Text
“Which packaging design feels more premium — and why?”
Embedded media
01Side-by-side images — the stimulus term
Choices
02Binary A / B — the decision term
Text input
03Voice or keyboard — the reasoning term
- 01
Embedded media
Side-by-side images — the stimulus term
- 02
Choices
Binary A / B — the decision term
- 03
Text input
Voice or keyboard — the reasoning term
Media + Choices + Text · one answer
Compose
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Formula library
81 question formulas
Each card is a formula — a combination of components engineered for a specific signal. Copy one, tweak the terms, or chain several into a flow.
Browse categories▾
preference · comparison
Preference & Comparison
Find a winner and the reasoning behind it.
7 formulas
A/B Image Comparison
Show two visuals side-by-side, force a pick, and capture the reasoning in one moment.
Multi-Option Visual Comparison
Present three or more images and ask respondents to choose the strongest.
Feature Priority Ranking
Force real tradeoffs by making respondents order features instead of rating each one equally.
Concept Card Sort
Show labeled concepts and ask respondents to group or pick favorites, with a free-text rationale.
Before / After Comparison
Present a before and after state, then rate the improvement and explain.
Pairwise Forced Choice
Strip away nuance with a strict A-or-B pick between two options — no middle ground allowed.
Price Sensitivity Pick
Show product options at different price points, ask which they’d buy, and why.
satisfaction · sentiment
Satisfaction & Sentiment
Measure how people feel and why.
7 formulas
NPS with Follow-up
The classic 0–10 recommend score paired with an open “why” to turn a number into a story.
CSAT Emoji Scale
A visual satisfaction scale using emoji anchors, accessible when color alone can’t convey meaning.
CES (Customer Effort Score)
Measure how much effort a task required, then ask what made it hard.
Likert Agreement Battery
Rate agreement across multiple statements in a single grid — efficient for attitude measurement.
Confidence Thermometer
Ask how confident someone feels about a prediction or decision, then probe the uncertainty.
Sentiment + Categorization
Pair a sentiment scale with predefined reason categories for fast quantitative coding.
Open Sentiment Narrative
Skip the scale entirely — let respondents describe their feelings in their own words.
discovery · exploration
Discovery & Exploration
Surface what you didn’t know to ask.
6 formulas
Magic Wand Question
“If you could change one thing…” — a meta-prompt that surfaces latent needs people can’t articulate directly.
Jobs-to-Be-Done Prompt
Ask what the respondent was trying to accomplish, in their own words, to uncover the real job.
Unmet Need Elicitation
“What’s the one thing missing from…” — constrained to a single idea for sharper signal.
Day-in-the-Life Diary
Capture a typical workflow or routine as a time-stamped narrative.
Word Association
Show a brand, product, or concept name and collect the first words that come to mind.
Idea Upload & Explain
Let respondents upload a sketch, screenshot, or photo and then describe it.
behavioral · recall
Behavioral & Recall
Past actions beat self-reported intent.
6 formulas
Critical Incident Recall
“Walk us through the last time you…” — the highest-signal behavioral prompt in user research.
Frequency Estimation
Bucket-based frequency question (daily, weekly, monthly) that’s more honest than free-text guesses.
Recency Check
When did you last do X, and what happened? Anchors recall to a specific moment.
Tool / Channel Inventory
Multi-select which tools, channels, or products the respondent currently uses.
Workflow Sequencing
Ask respondents to arrange their actual steps in order, revealing real process versus assumed process.
Spend or Time Allocation
Grid where respondents distribute hours, budget, or attention across categories.
screening · qualification
Screening & Qualification
Fast routing to the right respondents.
6 formulas
Role Selector
A searchable dropdown for role or job title — fast and friction-free for routing.
Persona Self-Select
Short story-based options that let respondents self-identify into a persona.
Company Size Bracket
Standard employee-count or revenue bands for firmographic segmentation.
Industry Vertical Picker
Searchable dropdown of industries — useful when the list is long.
Experience Level Gate
Filter by years of experience or expertise tier before deeper questions.
Consent & Eligibility
Display eligibility criteria, then capture informed consent with a single confirm choice.
market · competitive
Market & Competitive Intel
Size markets, probe demand, and read the landscape.
7 formulas
Unaided Brand Recall
“Name the first brand that comes to mind for…” — measures top-of-mind awareness.
Aided Brand Recognition
Show a list of brands and ask which the respondent recognizes or has used.
Competitive Feature Matrix
Rate multiple competitors across multiple attributes in one grid interaction.
Willingness to Pay
Probe price sensitivity by asking what someone would pay, then why.
Purchase Intent
Measure likelihood to buy and which factors drive the decision.
Switching Trigger
Ask what would make someone switch from their current solution, with an open follow-up.
Market Sizing Qualifier
Probe whether the respondent is in the target market and how they currently solve the problem.
product · ux
Product & UX Research
Test interfaces, flows, and design decisions.
8 formulas
Hotspot Usability Test
Pin and comment on a screenshot to show exactly where confusion or delight lives.
Attention Flow Mapping
Ordered pins capture what drew the eye first, second, third — without eye-tracking hardware.
Prototype Reaction
Show a prototype or mockup, rate the reaction, and explain.
First-Click Test
“Where would you click to accomplish X?” — a single pin on an interface screenshot.
Task Completion Confidence
After a task, ask how confident the user is that they completed it correctly, and why.
Feature Importance vs. Satisfaction
Rate features on both importance and satisfaction to build a gap analysis matrix.
Onboarding Drop-off Probe
Ask which step caused friction and what nearly made them quit.
Copy or Label Test
Show alternative UI text or labels and ask which feels clearest.
employee · internal
Employee & Internal Feedback
Capture knowledge and sentiment from your team.
6 formulas
Expert Knowledge Extraction
One sharp question framed around what the colleague already knows — capturing structured tacit knowledge.
Deal Intelligence Debrief
After a won or lost deal, capture what happened and why in a structured format.
Process Documentation Prompt
Ask an expert to describe their process step-by-step, building queryable documentation.
Pulse Check (eNPS)
Employee Net Promoter Score with a private free-text follow-up.
Manager 360 Feedback
Rate a colleague across dimensions with a required qualitative note.
Blockers & Requests
Categorize what’s blocking progress, then describe it, for fast triage.
event · training
Event & Training Evaluation
Assess sessions, courses, and experiences.
5 formulas
Session Rating with Takeaway
Rate a session and name one thing you’ll apply — tying satisfaction to action.
Speaker Comparison
Rank speakers or sessions to surface which resonated most.
Knowledge Check
Post-training quiz to verify comprehension, not just satisfaction.
Learning Confidence Before / After
Self-assessed confidence before and after training — measuring perceived growth.
Event Logistics Feedback
Rate venue, food, schedule, and A/V in a grid, with a free-text “what would you change.”
clinical · longitudinal
Clinical & Longitudinal
Consented cohorts, repeated measures, and audit trails.
6 formulas
Symptom Diary Entry
Daily or weekly symptom logging with a severity scale and date stamp.
PRO (Patient-Reported Outcome)
Validated-format scale questions for quality of life or functional status.
Medication Adherence Check
Track whether a dose was taken and when, with simple yes/no per day.
Adverse Event Report
Structured capture of what happened, severity, and timing.
Longitudinal Mood Tracker
Repeated mood scale over time with optional journaling.
Consent Renewal
Re-present study information and capture re-consent at scheduled intervals.
intake · operations
Intake & Operations
Collect structured data, schedule interactions, and close the loop.
9 formulas
Address Collection
Structured street, city, state, and postal code fields with country selector for clean mailing data.
Contact Info Capture
Name, email, and phone in validated fields — the universal starting block for any intake form.
Appointment Scheduler
Let respondents pick a date and time slot from available options to book a meeting or session.
Availability Collector
Grid-based time-slot picker where respondents mark when they're free across multiple days.
Event RSVP
Attendance confirmation with session or meal preferences and a plus-one option.
Job Application
Resume and cover letter upload paired with role-specific screening questions.
Video Testimonial
Record or upload a short video response with an optional written summary.
Document Review
Present a document or PDF, let reviewers pin comments on specific sections, and collect an approval decision.
Order Summary
Display line items, quantities, and totals in a review grid with a confirmation and notes field.
data · stimulus
Data-Stimulus Research
Show charts and data, then capture expert interpretation.
8 formulas
Trend Interpretation
Show a line or area chart of a metric over time and ask the respondent what's driving the trend.
Benchmark Reaction
Present competitive or industry benchmarks in a bar chart and ask where the respondent's experience differs.
Allocation Rebalance
Display current resource, budget, or time allocation in a stacked chart and ask where to shift investment.
Anomaly Identification
Show a chart with an unexpected spike or dip and ask the respondent to pinpoint and explain the anomaly.
Segment Comparison
Present a grouped or stacked chart breaking down performance by segment and ask which segment deserves attention.
Forecast Confidence
Display a projected trend line and ask the respondent to rate their confidence in the forecast and explain why.
Before / After Metrics
Show a combo chart comparing metrics before and after an intervention and ask the respondent to evaluate impact.
Priority from Data
Present a multi-metric chart and ask the respondent to rank which metrics matter most for a given decision.
Advanced formulas
Beyond the simple ask.
The rigorous measurement designs and flow controls that research platforms like Qualtrics ship as distinct question types — expressed here as composable formulas. Stack terms to go from a single ask to an instrumented study.
Measurement
Measurement formulas
Advanced scoring designs that pull sharper signal than a single rating — tradeoffs, pole comparisons, and price curves.
MaxDiff Scaling
Show rotating subsets of items and force a best / worst pick each round to produce a ratio-scale preference ranking.
Choice-Based Conjoint
Respondents pick among bundles of attributes at varying levels; repeated tasks reveal the part-worth utility of each attribute.
Constant Sum Allocation
Distribute a fixed total (100 points, 100%, $1000) across categories; the shares reveal relative importance.
Semantic Differential
Rate a concept on a 7-point scale anchored by opposing adjectives (cheap ↔ premium) to measure connotation, not just agreement.
Bipolar Likert Matrix
Matrix rows with scales running from strong negative through neutral to strong positive — sharper than a one-sided agreement grid.
Side-by-Side Matrix
One set of rows evaluated across two or more scales in the same grid — e.g. importance and satisfaction for every feature.
Van Westendorp Price Meter
Four anchored price questions (too cheap, bargain, expensive, too expensive) that intersect to find the optimal price range.
Logic & flow
Logic & flow formulas
Terms you add on top of a base question to control who sees it, in what order, and how prior answers feed the next moment.
Display Logic
Only render a question when a prior answer (or an embedded variable) matches a condition — a multiplier on visibility.
Skip Logic
After an answer, jump forward to a specific question or end-of-flow — used for early screen-outs and conditional exits.
Branching
Route respondents down distinct question paths based on a screening answer so each segment sees the relevant track.
Quotas
Cap how many respondents in a segment can complete the survey; trigger a soft or hard close once the quota fills.
Randomization
Shuffle choice order, row order, or show only a random subset — removes position bias and enables monadic testing.
Carry-Forward (Piped Text)
Pipe a prior answer into a later question stem or choice list so follow-ups reference what the respondent actually said.
Loop & Merge
Repeat a block of questions once per item the respondent picked earlier, merging the per-item answers into one dataset.
Rich stimulus
Rich-stimulus formulas
Interactions that capture behavior on top of media — pins, highlights, voice, signatures, and timing.
Heatmap / Hotspot
Respondents click anywhere on an image to mark what draws attention or causes confusion; clicks aggregate into a heatmap.
Highlight Text
Present a passage and let respondents highlight spans they found clear, confusing, or compelling — ideal for copy testing.
Graphic Slider
A slider rendered with custom imagery or emoji anchors instead of numbers — friendlier for consumer and accessibility studies.
Drill-Down Cascading
Hierarchical selectors where each pick narrows the next list (industry → sub-industry → role) for clean taxonomy data.
Signature Capture
Touch or mouse-drawn signature field for consents, deliveries, and waivers — stored as an image with a timestamp.
Video Response
Respondents record a short webcam video answering a prompt — pairs well with automatic transcription for analysis.
Timing / Stopwatch
Silent field that captures first-click, last-click, and total time spent on a page — the foundation for speeder detection.