Multiple-choice questions let participants choose one or more responses from a list of suggestions. They produce quantifiable data that is easy to analyse, with an optional qualitative element if you include an “Other (please describe)” option.
These questions are effective because they are simple to answer and reduce the cognitive load of open-ended questions, which leads to higher response rates and more reliable data.
When to use multiple-choice questions
Understanding preferences between a set of options.
Collecting demographic or background information.
Assessing feature prioritisation or product usage frequency.
Gauging purchase intent or likelihood to recommend.
Adding a multiple-choice question
Open your study and go to the Build tab.
Click Add step.
Select Multiple choice.
Type your question and add a description if needed.
Click on the choices and enter your text.
Hit Enter or click Add new choice to add more options.
You can reorder choices by clicking and dragging.
Additional options
Click Options on the step to access these settings:
Make required: Participants must complete this step before continuing.
Multiple selection: Allow participants to select more than one option.
Randomize options: Display the options in a random order each time the study is taken.
“Other” option: Allow participants to type in their own answer.
Tips for writing good choices
Keep options mutually exclusive unless you have multiple selection turned on.
Aim for 3 to 7 choices. Too many options can overwhelm participants.
Use clear, specific language. Avoid vague terms like “somewhat” unless they are part of a defined scale.
Next steps
If you need participants to rank or score something rather than pick from a list, try a rating scale instead. You can also use conditional logic to show different follow-up questions based on what participants choose.