Matrix Questions: When Side-by-Side Comparisons Make Sense

If you've ever used a Likert scale in a survey, you're already familiar with the basic concept behind matrix questions - they're essentially multiple Likert-style questions arranged in a grid format, allowing respondents to rate several items using the same set of response options.

How to Use Thumbs Up/Down Questions in Your Free Online Surveys

Sometimes you don't need nuance. You just need to know: was this good or not? The thumbs up/down question strips feedback down to its most essential form, asking respondents to make a simple binary choice. It's the lowest-friction survey question you can ask, which makes

How to Use Star Rating Questions in Your Free Online Surveys

Everyone understands star ratings. From restaurant reviews to app stores to product feedback, the five-star scale has become a universal language for expressing satisfaction. That instant familiarity makes star ratings one of the most effective question types you can include in a customer feedback survey. But familiarity cuts both ways.

How to Use Likert Scale Questions in Your Free Online Surveys

When you need to measure attitudes, opinions, or satisfaction levels, the Likert scale is your go-to survey question type. By asking respondents to rate their agreement on a scale from "Strongly Disagree" to "Strongly Agree", you can quantify subjective experiences and track changes over time. But

How to Create a Customer Loyalty Survey That Actually Drives Change

The 0-10 recommendation question has become the gold standard for measuring customer loyalty. By asking "How likely are you to recommend us to a friend or colleague?" it becomes simple to categorise users into promoters, passives and detractors. It's true that one simple question can yield

Reimagining Pulse Surveys: Dynamic, Anonymous, and Listens to Your Voice

For years, pulse surveys have been a trusted way for organisations to keep a finger on the sentiment of both customers and employees. Their appeal is simple: short, focused check-ins that create a continuous feedback loop without overwhelming people with long questionnaires. But as expectations rise for speed, relevance, and

Richness vs Responses: How To Get Detailed Survey Feedback Without Annoying Your Customers

If you’re responsible for customer experience, whether you run your own business or lead CX in a larger organisation, you already know the uncomfortable truth: you need customer feedback, but your customers don’t really want to give it to you. At least, not if the process feels like

Taking on Qualtrics and Building the Survey Platform We Actually Needed

I’ve worked in feedback analytics for over a decade. For most of that time, Qualtrics has been the default choice for enterprise. They positioned themselves as the serious option, especially for big contracts, and they won a lot of business through strong sales execution. But underneath, the product was

Uber’s Biggest Opportunity? Start Acting More Human

0:00 /1:22 1× Uber’s app does everything, except make it easy to talk to a human when things go wrong. In this quick demo, I break down how user feedback points to one clear, fixable issue - people hit a wall when they need help. Sunbeam shows

Oops, your redesign bombed. Now what?

0:00 /2:17 1× You’ve just shipped a big redesign. People hate it. Now what? Ever shipped an update and instantly regretted it? In this 2-minute demo, I show how to use Sunbeam to catch bugs and unhappy users fast, before the reviews turn nasty. Using HSBC’s

Not all feedback is created e-qual: Why comment boxes are finally useful

Let’s be honest: surveys are tricky, and over time, we (the survey creators) have created some weird habits. We ask people how they feel about something — ranging from a simple online purchase, to something as complex and layered as say, their happiness at work — on a scale of 1

'Voice of the Customer' - when there's millions of voices

We've been collaborating with customer experience teams across industries -including one of the UK's leading banks - to get under the hood of a shared, persistent challenge: making sense of qualitative customer feedback at a huge scale. Let's dig in to the challenge. Understanding