Aim: to understand purchase habits, brand loyalty and attitudes towards certain topics.
Example questions: How often do you buy X? Which is your favourite X?
Number of options to test: up to 15. The consumer can only choose one. The order can be randomised and steer image is optional. For most uses we recommend you limit options to four or five, to reduce survey fatigue.
Results format: percentages who selected each option.
Best use: Using common/interesting results from Free Text to populate options and gain quantitative result
Example:
Using a single-answer steer we asked 344 parents of babies, aged between six months and two years, whether they cook baby meals, buy them, or do both:
A third of our panel exclusively uses cooked-at-home meals, around 14% exclusively feed their children shop-bought baby meals, and almost half use a combination of cooked-at-home and shop-bought baby meals.
It is important that the steer is designed so that there are neither overlaps nor gaps between the options presented. Our three options above cover all possible ways to obtain baby food, and they are clearly described as distinct categories. Despite the first option being a combination of the other two, it represents a distinct consumer behaviour - willingness to cook baby food at home while also taking advantage of the convenience of shop-bought baby meals. Read more here:
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