inca provides 20 different types of questions, which fold into 4 main categories -Standard Questions, Specialty Questions, Static Content and Logic Questions.
| Standard Questions (Click the question type for more details) | How do participants view this question? |
| Participants can select from single-choice or multiple-choice questions. | |
| Participants can select a visual scale of icons-- stars, hearts, thumbs up where the number of icons represents the level of agreement, importance, preference or likelihood. Ideal for participants who are in the younger segment (kids). | |
| Participants can rank items or statements in order of importance or preference (e.g. most important to least important). | |
| Participants can select a positive, neutral, or negative response to a statement, typically on a five- or seven-point scale. They are usually used to gauge agreement, importance, preference, or likelihood. | |
| Participants can easily select their geographical location on a map (instead of choosing from a drop-down list). | |
| Participants can type their answers in their own words. They are typically used to gauge spontaneous or freely expressed answers that can give much more valuable data than pre-defined answers (typically answers the whys). Prompting tools and smart probing are available to ensure the quality and richness of the responses. | |
| Participants can type their answers in numeric values. | |
Participants are asked string numbers and/or personal information collectively known as PII (Personal Identifiable Information). This includes name, email address, phone numbers, postal/zip codes. | |
| Participants are asked several related questions with the same response sets. With a popup card setting, you present the participant with a series of Carousel cards of items to be tested (e.g. brand image attributes), sharing a common set of response options. Because Carousel cards group questions logically, they can clue-in participants that you’re asking them to share opinions from a similar mindset and go through them fairly quickly. | |
Specialty Questions | |
| Participants can watch and add comments to a video and capture the moment where they feel they've seen something they liked, disliked and/or confused. They can also select emojis to represent like, disliked and/ or confused and provide reasons for their selection. | |
| Participants are presented with an image with predefined regions to select from and choose whether they feel like, dislike or confusing. An open-ended question is then asked to comment on the reasons for their selection. | |
Participants are presented with an interactive text stimulus where they highlight a word or phrases/sentences and select whether they feel like, dislike or confusing. An open-ended question is then asked to comment on the reasons for their selection. | |
| Participants are presented with concept/ideas like popup cards and rate the attractiveness/likeability of each material. From the ones they liked, they are asked again to choose their preference based on head-to-head comparison. Two open-ended questions are asked to comment on their reasons for their selection (Favorites and Dislike). | |
Projective technique that elicits the emotions and feelings of participants to a particular topic. Presented with an image of a Blob Tree, participants are asked to select a character that best illustrates the way they feel. An open-ended question is then asked to comment on why they feel that way. | |
An animated projective technique that allows participants to elicit how they feel about a brand (Planet X brand). With Guided Fantasy, participants are asked to imagine they are on a spaceship travelling to Planet X (e.g. Planet Toyota) and to tell us all the thoughts, feelings and emotions they have. They then land on Planet X and are again asked to tell us all their thoughts, feelings and emotions. They then return to the spaceship and either head back to earth or another planet (e.g. Planet BMW) and are again asked to tell us about their thoughts, feelings and emotions. | |
| NPS Plus consists of two parts. The first part is similar to a Scale type of question, this is mainly used to rate thelikelihood of recommendinga product / company / service ona scale of 0-10. The second question is a follow-up, open-ended question as to why the specific score was given. | |
| A question type designed to gauge ‘System 1’ implicit associations. Participants are shown a stimulus and then a series of words are shown one by one and participants are asked to click on the word if they associate it with the stimulus. The words are only on screen for a very short time. This means we can be confident that any associations between word and stimulus are at the implicit ‘System 1’ level. | |
Static Content | |
| Multimedia is a tool that can be used as a filler question in which participants are shown static content (does not require them to provide an answer) like a conversion, image, video or website | |
| Logic Questions | |
| Group question is a tool for participants to answer a group of sub-questions in 1) in chronological order 2) answer all randomly or 3) randomly pick one or a few question(s) | |
| Virtual Question is used to build a question that is hidden from participants or from the survey chat. They are mostly used for combining options or creating variables for survey logic, quota setting, etc. |