Transposed Matrix and Funnel

Transposed Matrix and Funnel are two questions in the Matrix group of the question palette. They work the same way: the brands (or items) are shown as a grid of cards, and each screen asks one question about them, for example "Which of these have you bought in the past month?". The respondent taps the brands that apply and moves on to the next screen.

They differ only in the choices you get under Selection Mode:

Until October 2026 both were one question called Funnel, with Single, Multiple and Reverse Funnel together. Your existing questions keep working as before: one in Single or Multiple now shows as a Transposed Matrix, and one in Reverse Funnel shows as a Funnel. Their saved answers do not change.

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What respondents see#

Each column you add is one screen, in order. On each screen the respondent taps the brands that apply, then taps Next. What happens to the brands on the next screen depends on the mode:

• Single (Transposed Matrix): a picked brand leaves the next screens, so each brand is picked on one screen at most. Brands never picked are saved as None of these.
• Multiple (Transposed Matrix): only the brands picked on a screen move on to the next screen, and a brand can be picked on more than one screen.
• Forward Funnel (Funnel): the same as Multiple. Only the brands picked on a screen move on to the next screen.
• Reverse Funnel (Funnel): a picked brand leaves the next screens, like Single, but it also counts for every later screen. A brand bought in the past 2 weeks has also been bought in the past month. Brands never picked are saved as None of these.

Respondents never see a "None of these" screen. It is filled in for them.

When to use which#

• Funnel, Reverse Funnel: a purchase funnel from the shortest time window to the longest (past 2 weeks, past month, past 3 months), where a brand picked early counts for every later window.
• Funnel, Forward Funnel: a funnel that narrows, such as awareness, then consideration, then purchase, where only the brands picked on one screen are asked about on the next.
• Transposed Matrix, Single: give each brand exactly one answer, one question per screen.
• Transposed Matrix, Multiple: the same as Forward Funnel; use whichever name reads better to you.

Configuring it in the builder#

Open the Matrix group in the question palette and click (or drag) Transposed Matrix or Funnel. Rows are your brands; columns are the screens, in order. Selection mode and the other settings are in the question's Settings tab.

Settings reference#

Hover the ? next to Selection Mode to see what each mode does.

Switching between Transposed Matrix and Funnel#

The Question setting, above Selection Mode, moves a question from one to the other without deleting it, so it keeps its logic and its responses:

The None of these column follows the mode, as below. Single and Reverse Funnel save answers differently, so responses collected before the switch keep the shape they were saved in; note the date you switched for whoever analyses the data.

The "None of these" column#

In Single and Reverse Funnel, the builder adds a None of these column for you. It sits last in the Columns list, is greyed out with a System label, and cannot be edited, moved or deleted. Respondents never see it as a screen. It exists so every brand nobody picked still gets an answer in your results, with its own code in your export.

Multiple and Forward Funnel don't have it: brands nobody picked are simply left out. Switching the mode adds or removes the column for you.

Reverse Funnel questions made before October 2026#

A Reverse Funnel made before this change has no None of these column, and its responses don't record brands that were never picked. It keeps working exactly as before, and its Settings show this note:

Made before None of these was saved. New responses don't record it. Switch to Forward Funnel and back to Reverse Funnel to start saving it.

Doing that adds the column. Only responses collected after you publish the change save None of these; earlier responses stay as they were, so note the date you switched for whoever analyses the data.

Logic support#

Built on matrix, so it supports the same row and column condition operators as a standard matrix question. None of these is a column like any other there. See Logic, Flow & Conditions.

Good to know#

• These questions have no question text of their own (the prompt is on each screen), so everywhere the builder and your results name the question, it is named by its tag, for example Q12 in logic and carry-forward pickers, or Q12 · Funnel (or Q12 · Transposed Matrix) in Response Details. Exported survey files (Export as JSON file and Export to Word) give them no question text either.
• In carry forward, a brand saved as None of these counts as a selected answer, the same in Single and Reverse Funnel. In a section loop, Selected Choices leaves those brands out and Unselected Choices includes them.
• When you pipe a Reverse Funnel's Selected Choices or Selected Choices Count into later text, brands saved as None of these are left out, so the count is the number of brands the respondent actually picked. A Transposed Matrix in Single pipes as it always has.

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Related guides#

• Grid & Allocation Questions — the Matrix group
• Question Types — overview and when-to-use table
• Custom Interfaces — all custom interface formats
• Logic, Flow & Conditions — operators and condition builder
• Randomization and Loops — looping over the brands a respondent picked