We love using lists at ZURB, from communicating what we’re working on with teammates or creating deliverables for our clients, lists really help us frame our work. Naturally, we love using List Questions when learning from customers. We use them frequently because they’re simple to set up, easy for other team members to understand, and most importantly, a pattern that participants are familiar with. List Questions are a win, win, win!


We’re going to explain the different types of feedback you can get out of any list by using a few List Type questions we’ve been working on in Helio. Each different question digs deeper into customers’ desires, values, and preferences. These question types can be used by themselves or in a combination of others to surface a deeper understanding of how your customers perceive your product. For this week’s example, we’re sharing some data from a fun little experiment we ran after thinking about our work with our friends over at Hulu.

  • Multiple Choice surfaces choices. We love Multiple Choice because it gives participants a look at a list of options that they’re most likely to place on one side of a spectrum or the other. We tested 7 Hulu categories and using a Multiple Choice question, uncovered the top-3 breakdown most important categories to our media streaming audience. The strongest choice being Newly Added Movies, as well as the next two options that take high priority behind it!
  • MaxDiff shows us the extremes. We use MaxDiff in our creative process to get a strong understanding of the extremes from our audience. For the Hulu categories, people are eager to dive into Newly Added Movies, but found Hulu picks to be the least exciting category, even though there’s some quality content to be had there!
  • Ranking provides an ideal order. Adding Ranking to a creative process shows us how and audience prioritizes options in different situations. Similar to MaxDiff, you not only can understand the extremes of your participants' feelings towards your list but also which items should make the cut. Our audience of media streamers again chose Newly Added Movies to be on top and shows exactly the order of preference for each category.


What we’ve learned for our friends over at Hulu is new movies get people the most excited and that folks prefer Hulu’s algorithm to randomly selected titles. We hope this gets you excited to try List Questions in your work. Their versatility and Helio’s customization features mean you don’t ever need to compromise the questions you’d like to ask!

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