Understanding Survey Types
Choose the right survey type to maximize engagement and collect actionable feedback.
Star Rating (1-5)
The classic 5-star rating is universally understood and works great for general satisfaction measurement.
Best for:
- Product reviews
- Service satisfaction
- Customer experience ratings
- Restaurant/hotel feedback
Scoring:
Average calculated as mean of all ratings. Industry benchmark: 4.0+
Net Promoter Score (NPS)
NPS measures customer loyalty by asking "How likely are you to recommend us to a friend?"
How it works:
- Promoters (9-10): Loyal enthusiasts who will refer others
- Passives (7-8): Satisfied but not enthusiastic
- Detractors (0-6): Unhappy customers who may spread negative word-of-mouth
Calculation:
NPS = % Promoters - % Detractors (ranges from -100 to +100)
Benchmarks:
0-30: Good | 30-70: Great | 70+: Excellent
Thumbs Up/Down
Binary feedback is the simplest form - just thumbs up or thumbs down. Perfect for quick reactions.
Best for:
- Help article ratings ("Was this helpful?")
- Support ticket satisfaction
- Feature feedback
- Quick content reactions
Scoring:
Percentage of positive responses. Target: 80%+ positive
Emoji Scale
Fun and visual 5-point scale using emoji faces. Great for casual feedback and younger audiences.
The scale:
Best for:
- Event feedback
- App experience ratings
- Gaming and entertainment
- Casual brand interactions
Multi-field Surveys
Custom surveys with multiple questions. Build complex surveys with various question types.
Available question types:
- Multiple choice (single or multi-select)
- Text input (short or long)
- Rating scales
- Yes/No questions
- Dropdown selections
Pro tip: Keep surveys under 10 questions for best completion rates.