Each survey participant is asked only relevant questions, carefully and automatically chosen from previous answers. This eliminates the blocks of “not-applicable” answers common to most surveys and delivers a personalized, custom survey to each participant.

This innovation, which we call “question routing”, is a cut above simple “skip logic” techniques, and leads to more robust results and a more positive experience for all participants.

Questions are also carefully shuffled. Similar questions are grouped into bite-sized blocks, but presented in random order within those blocks. The blocks themselves are also shuffled, erasing unintended correlations to fatigue or question-order. Well-designed answer-option sets are also optimally randomized. Each survey experience is truly unique.