Question type detail
A semantic differential question measures attitudes or feelings toward a concept using opposite adjectives (e.g., “Easy – Difficult”). Respondents mark their position on a scale.
As every question type, can be set as mandatory or optional.
How to use it
• Choose 5–7 point scales with contrasting terms.
• Apply to perceptions of products, brands, or experiences.
• Keep wording neutral and balanced.
When to use it
• “Please rate our website from ‘Confusing’ to ‘Clear’.”
• “Rate our customer service from ‘Unhelpful’ to ‘Supportive’.”
• “How would you describe our product – ‘Basic’ or ‘Advanced’?”
How to evaluate
Responses are evaluated using averages for each scale. The report usually includes bar charts showing the central tendency for each pair of adjectives, helping identify overall perception balance.
Each question type has various options of graph interpretation in Survio analytics. Besides summary statistics via graphs, individual responses can be downloaded from the platform for further analysis.