Scale Questions

Rating, NPS, and slider questions collect numeric responses on a defined scale. They are ideal for satisfaction, agreement, intensity, and loyalty benchmarks. Skin in the Game Rating is the fourth member of the family: it looks like a scale to the respondent but stores a chosen option rather than a number.

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Rating#

Full guide: Rating →

A numeric scale (for example, 1–5 or 1–7) for measuring satisfaction, agreement, or intensity.

Add it from the Standard group of the question palette, where its tile is Rating.

When to use it:

• Satisfaction ratings.
• Agreement scales for a single statement.
• Any question where you want a number on a defined scale.

Configuration tips#

The scale is set up in two places: the question card holds the wording and the icons, and the Properties panel's Settings tab holds the switches.

On the question card, under Rating Scale:

• Type a Low label and a High label so respondents understand what the ends of the scale mean. Both are optional.
• Pick the Icon the scale is drawn with: Star, Heart, Thumb, Circle or Smiley; a Custom image of your own used for every point; or a different image for each point (open A different icon for each point). A custom image can be taken back off again with Remove.

In Properties ▸ Settings:

• Scale Points sets how many points the scale has (3, 4, 5, 7, or 10).
• Use Default Emoticons dresses the scale in the built-in satisfaction faces, a row running from a red frown to a green grin, with nothing to upload. Available on 3, 4 and 5-point scales; longer scales would have to repeat faces, so the switch is turned off there. Turning it on leaves no icon selected on the question card, because the faces are the icons.
  • It also turns on Highlight Selected Point Only, because faces are separate choices rather than a running total. You can turn either switch back off.
• Hide Endpoint Labels turns the label row off without deleting the wording you have written on the card.
• Highlight Selected Point Only lights just the point the respondent picks instead of every point up to it, and greys the rest out. Leave it off for a star-style scale where the whole run fills in.
• Text size sizes the words on the question. Question text sizes the stem only; a rating scale has no choice, row or column text of its own.

Logic support#

A rating answer is a number, so the condition builder offers the numeric comparisons (Is Equal to, Is Not Equal to, Is Greater Than, Is Less Than, and their "or equal to" pairs) plus Is Between, alongside Is Answered and Is Not Answered. Use display logic to show follow-up questions only for low or high scores.

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Scale Points#

The Scale Points card holds a dropdown for how long the scale is. The choices are 3 points, 4 points, 5 points, 7 points and 10 points; there is no free-text length. Some features depend on the length, and say so where they appear: default emoticons, for example, are offered only on the shorter scales.

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Net Promoter Score (NPS)#

Full guide: Net Promoter Score (NPS) →

A standard 0–10 scale used to measure loyalty and likelihood to recommend. Add it from the Specialized group of the palette, where its tile is NPS.

Respondents see eleven buttons, 0 through 10, with a short label under each end of the row.

When to use it:

• Measuring customer loyalty.
• Benchmarking against industry NPS standards.

Configuration tips#

NPS has no scale length to set. The only thing to author is the wording at the two ends, under NPS Labels on the question card:

• Min label is the words under the 0 end. The field starts out showing Not likely.
• Max label is the words under the 10 end. The field starts out showing Very likely. If you never touch the field, respondents see Extremely likely at that end instead, so type the wording you want rather than relying on what the box shows.

Everything else comes from the question itself: the text, Require Answer, display logic, skip logic and piping all behave as they do on any other question.

How the score is worked out#

The analytics page scores the question the standard way. Every answer falls into one of three bands:

The NPS Score is the percentage of promoters minus the percentage of detractors, rounded to a whole number. Passives count towards the total, and so pull the score towards zero without ever adding to it. The result runs from -100 (everyone a detractor) to +100 (everyone a promoter).

Two things follow from that formula and surprise people:

• The score is not an average. A question answered entirely with 7s and 8s scores 0, even though the average answer is a good one.
• Moving a 6 to a 7 is worth twice as much as moving a 7 to a 9. The first removes a detractor, the second only adds a promoter.

Answers outside 0–10, and anything that is not a number, are left out of the count entirely rather than being treated as zero.

What you see in analytics#

The question's card on the analytics page shows the NPS Score in a large coloured tile, with a one-word reading beside it: Excellent above 50, Good above 0, Neutral at exactly 0, and Needs Improvement below 0. Under the tile, the three bands are charted with their counts and percentages.

Logic support#

NPS answers are numbers, so they take the same numeric operators as Rating, including Is Between. A "detractor follow-up" is usually Is Less Than 7, and a "promoter follow-up" Is Greater Than 8.

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Slider#

Full guide: Slider →

A draggable slider for selecting a value on a range. Add it from the Standard group of the palette, where its tile is Slider.

When to use it:

• Numeric ratings where a slider feels more natural than clicking a number.
• Budget or percentage estimates.

Configuration tips#

Everything is authored on the question card.

Under Slider Range:

Under the range, Min label and Max label are the words shown at each end. Both are optional: leave one blank and the respondent sees the number instead. Whatever you set is echoed on the question card next to Range and Step, so you can check a slider at a glance.

Pick Step with the analysis in mind. A 0–100 range at a step of 1 gives you 101 possible answers and a very long tail in the results; a step of 5 or 10 gives you bands people can actually read.

Gotchas#

• The handle starts at the low end. Until the respondent moves it, nothing is stored, even though the slider looks as though it is already sitting on the minimum. Do not read an untouched slider as a vote for the lowest value.
• A slider answer is a single number, so it takes the numeric operators and Is Between in the condition builder, the same as Rating and NPS.

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Skin in the Game Rating#

A purchase-intent style scale that the respondent steps through with large + and − buttons instead of tapping a point. Add it from the Specialized group of the palette, where its tile is Skin in the Game Rating and reads "Sliding +/- scale for single-select rating".

It fills the page: a concept area at the top carries the image and the prompt, the options sit below it as a vertical scale with a sliding highlight, and the question draws its own Next button rather than using the survey's.

When to use it:

• Purchase-intent readings on a concept, pack or ad.
• Any single scale question where you want the concept large on screen and the answer deliberate.

How it differs from a Rating question#

This is the part worth getting right before you build with it.

• The answer is an option, not a number. Underneath, this is a single-select Multiple Choice question, so each point on the scale has its own wording and its own image, authored in the normal answer list. A Rating question stores a point on a numeric scale and has only two labels, at the ends.
• Because it is choice based, it gets choice tools. Recode values in the Settings tab lets you set the number each option reports, so "Definitely would buy" can export as 5 whether or not it is the fifth option in the list.
• Respondents move by steps. The default help line under the question reads "Tap the + or - buttons one or more times to select your answer." A respondent cannot jump straight to the far end in one tap.
• The list is authored bottom-up. The answer list is in the order the widget stacks the scale from the most negative option to the most positive, and the respondent sees the most positive one at the top.

A new question arrives seeded with five purchase-intent options: Definitely would not buy, Probably would not buy, Might or might not buy, Probably would buy and Definitely would buy, each with an icon you can swap from the per-choice image picker. Edit the wording, the images, or the whole list as you would on any Multiple Choice question.

Settings#

In Properties ▸ Settings:

Each of these accepts a limited range, and the field tells you the range when you go outside it.

The Text size card sizes the words. Question text sizes the prompt and Choice text sizes the options on the scale.

Messages#

The Messages tab holds Button Text: the Next field is the label on the Next button the question draws beneath the scale. Change it there rather than looking for it in Settings.

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Related guides#

• Question Types for the overview and when-to-use table
• Logic, Flow & Conditions for numeric and comparison operators
• Analytics & Responses for the NPS breakdown and exports
• Display Blocks & Plugins for the NPS/CSAT Story formats