Question Types Overview

Last updated: April 20, 2026

Choosing the right question type helps you get better data and a smoother participant experience. Each type is designed for a specific goal, from deep qualitative insights to structured, comparable inputs.

Note: Every question type supports adding a stimulus (image, video, or audio) - learn more here, (LINK)

💬 1. Conversational

Best for deep, qualitative insights.

What happens: You ask an open-ended question, set probing depth, and guide the AI on what to explore. The AI asks follow-ups in real time.
Why use it: To understand motivations, behaviors, and “why”
When to use it: Early research, concept testing, exploratory interviews

ℹ 2. Informational

Best for providing context or instructions.

What happens: Participants view text, images, or video. No response required.
Why use it: To guide or set up questions
When to use it: Section intros, stimuli, or instructions

☑ 3. Multiple Choice

Best for structured, standardized responses.

What happens: Single or multi-select, with options like “Other,” randomization, and optional AI probing
Why use it: To quantify preferences or segment users
When to use it: Screening, selection, categorization

⚖ 4. Rating

Best for measuring sentiment or intensity.

What happens: Use scales (1–5, 1–7, 1–10, NPS) with optional labels and probing
Why use it: To compare sentiment across participants
When to use it: Satisfaction, perception, NPS

📝 5. Typed Response

Best for precise, formatted inputs.

What happens: Participants provide a single text or number response, no follow-ups
Why use it: To collect clean, consistent data
When to use it: Emails, prices, URLs, structured inputs

🔝 6. Stack Rank

Best for prioritization.

Participants rank options in order of importance
When to use it: Feature prioritization, decision drivers

Learn more here, (LINK)

📊 7. Matrix Table

Best for consistent feedback across multiple items.

Ask multiple Likert-style questions in one table
When to use it: Attitudes, agreement across themes

Learn more here, (LINK)

Quick Guide: Choosing the Right Question Type

If you need to...	Use this question type	Level of Structure	Depth of Insight	Participant Effort	Why
Explore thoughts, motivations, or “why” in depth	Conversational	Low	Very High	High	AI follows up and probes based on responses
Provide instructions or show context (no response)	Informational	None	N/A	None	Delivers content without requiring input
Let participants pick from predefined options	Multiple Choice	High	Medium	Low	Single and multiple select; Standardized, easy-to-analyze responses
Measure satisfaction or sentiment on a scale	Rating	High	Medium	Low	Quantifiable and comparable across users
Collect precise, formatted data (e.g., email, price)	Typed Response	Very High	Low	Low	Ensures consistent, structured inputs
Understand what matters most (prioritization)	Stack Rank	High	Medium	Medium	Forces trade-offs by ranking options
Get consistent feedback across multiple statements	Matrix Table	High	Medium	Medium	Structured Likert scale questions/statements; Efficient way to evaluate multiple items

Hope this helps! If you have any further questions, please reach out to our team at support@outset.ai or via chat.