We make choices everyday about what actions we’re going to take; for example, you chose to read this article. Thank you!

In our work we’ve found that teams needed a better way to predict behaviors ahead of time. Enter the simple survey question with the power to read minds and evaluate decisions: Multiple Choice Questions!

Here’s how to make your Multiple Choice Questions truly powerful:

  • Structure your questions appropriately. Depending on what feedback you need to collect, your multiple choice questions can take different formats. For instance, we suggest randomizing the answer options for almost all of your multiple choice questions, unless you’re organizing your answers in a spectrum or in numerical order. Additionally, provide an “opt out” answer so you’re not forcing any participants to make a decision based on choices that don’t apply to them.

  • Map your audience’s actions. To get a better idea of what your audience will do, provide detailed scenarios along with a range of possible actions to choose from. A “choose your own adventure” template may seem silly, but it’s a great way to immerse your users into a real scenario and find out what they will do.

  • Build contextual pathways. Multiple choice surveys can also be dynamic! If the way your customer answers earlier questions affects what information you want to gather from them, you can branch out some. Using branching logic to take customers down contextual paths based on their earlier multiple choice answers. This ensures that whatever feedback you gather is always relevant to the problem you’re trying to solve!

Multiple choice questions are useful in many different scenarios depending on what feedback you’re looking to gather. Make sure to have a firm idea of what you want to discover in mind so that you can craft your questions to map actions, segment customers, and gain a better idea of how your customers behave.

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