Want to improve your survey design?
Question branching and skip logic are features that allow respondents to move to a different page or a question based on their answer to the previous question. Skip logic is also known as “branch logic” or “conditional branching” that creates a custom path based on participant response to maintain the flow of a response in the survey. Marketers use skip logic to create “intelligent” surveys where the respondents will answer only relevant questions based on their responses to screening questions.
You must have seen decision trees online that apparently illustrates this idea, where the respondents’ answers take them down to different paths.
For instance, when you are at a restaurant, you might be asked, “Did you enjoy the meal?” If you answer yes, a follow-up question might come up asking you about what part of the experience did you like the most? If you answer no, you might be asked to rate your experience with a few options about the service- “ambiance, quality of food, pricing, and staff service,” and so on. The path you choose through the decision tree is personalized according to your responses throughout.
Steps to Create Online Question Branching
Here’s how you can create question branching in your surveys:
- Before you begin to create the actual branching for your free online survey, first create every survey question you want to ask.
- You can then start organizing the questions by thinking of an actual tree and how you can connect each response to the next question, as like the branches of the tree.
- Ask yourself what questions and options you can put to trigger a discrete path for your survey-participants.
- Once you understand which questions can trigger a new branch, you can put those ones to nest there to build flow and have maximum participation in the responses.
Usage of Question Branching In Various Projects
In Event planning: If you want to know how many pads of paper and overhead projectors you would require for your upcoming workshop, use skip logic to ask presenters if they need them- how many and for how long. Ask your participants if they are coming for lunch before asking them about what kind of meal they prefer.
In product launches: If you want to know if your new product is going to be a huge seller, use skip logic or question branching to know who are the most likely to buy your product. Then ask your audience about what they think about the brand.
For Employee satisfaction: Want to know if the nutritionist you booked appointments for your employees is worth? Use question branching and skip logic in your survey to find out who has gone through the session—and how the appointment went.
3 Reasons Why You Should Use Question Branching
It Generates a Relevant Response
If you don’t own a smartphone and you have been asked to rate the last used apps you have downloaded on your smartphone is quite irrelevant. Asking such questions will leave you frustrated, and you will close the survey altogether. The bottom line, no one wants to see questions that do not apply to them.
Gives a Higher Completion Rate
Giving people a shorter survey with relevant questions to complete means great completion rates and thoughtful responses. If you want to know about your respondents’ experience with buses and trains, but they only take the train, they might not give you thoughtful feedback as they would provide if you asked about the public transport they really use. Question branching will ensure your respondents’ time and specifications.
It Maintains the Flow
Surveys are more like conversations, and irrelevant questions are distracting. If you ask a person about wine tasting in the first place without knowing if he/she drinks, that question will be non-applicable. Persisting in discussing something that does not apply to the survey-taker will be awkward, which can be prevented by question branching and skip logic.
Using question branching and skip logic in your surveys will give your respondents a better survey experience and provides you better feedback!