Study content overview

Every survey, usability test, and in-product survey is built in the Build tab: a visual editor where you arrange pages, group them with sections, and add content blocks (questions and non-question elements) from a categorized picker.

This section explains that structure and each type of content you can add.

Where to add content

Open a study → Build
Select a page in the sidebar or canvas
Click Add question (content picker)
Choose a type from one of the categories (see the guides below)

Changes save automatically as you edit.

Pages, sections, and subsections

These three ideas control what participants see and in what order — separate from individual question types.

Page

A page is one screen the participant moves through before clicking Next (or finishing). Each page holds one or more content blocks (questions, instructions, media, tasks).

Use pages when…	Example
You want a natural break in the flow	Screener → main survey → thank you
You need one prototype or stimulus per screen	Usability task on its own page
You want to limit how much appears at once	Five questions per page instead of twenty on one screen

From the page sidebar you can add, duplicate, merge, split, and reorder pages. A page break block also forces the next content onto a new page.

Section

A section groups pages (and optional subsections) for organization and advanced flows:

Collapse long studies in the builder sidebar
Apply section randomisation (shuffle pages or show a subset)
Apply display logic or branching at section level
Assign compare assets (different prototypes per group) in usability tests

Think of a section as a chapter: “Screener”, “Core survey”, “Follow-up questions”.

Subsection

A subsection lives inside a section. It is a nested group of pages — useful when each experimental condition is several pages long, not just one.

Concept	Nesting	Typical use
Section	Top level under the study	Module or study phase
Subsection	Inside a section	Multi-page variant A vs variant B
Page	Inside a section or subsection	Single participant screen

Important: For randomisation, a section should use either pages or subsections as the randomisation target — not both mixed in the same section. See Section randomisation.

How they work together

Study
 └── Section: "Main study"
      ├── Page 1 — Welcome (context text)
      ├── Page 2 — NPS + open feedback
      └── Subsection: "Concept test"
           ├── Page 3 — Task on prototype A
           └── Page 4 — Rating questions

Sections and subsections are not only for tidying the builder — they are how you run randomisation, group assignment, and experiments:

Goal	What you typically do
Show different content to different people	Put each variant in its own page or subsection, then randomise which one each participant sees
Between-subjects testing	One group sees variant A (pages or subsection A), another sees variant B — order shuffled or a subset picked per participant
Track who saw what	Use randomisation groups or study groups so each response is tagged (e.g. Group A vs Group B) for analysis
A/B prototype or asset tests	Assign different prototypes per group on pages inside a section — see Compare assets
Multivariate or modular studies	Randomise subsections when each condition is several pages; randomise pages when each condition is a single screen

Everyone still goes through the same study shell (welcome, screener, thank you); only the pages or subsections you mark for randomisation change per participant.

For full setup (modes, subset picking, display logic), see Group comparison and routing.

Content categories in the picker

When you click Add question, types are grouped for clarity:

Category	Guide
Interactive tasks	Interactive tasks — usability tests only
Text & media	Text and media
Response types	Covered in Choice and modeling (everyday questions)
Tables & matrices	Tables and matrices
Special entries	Special entries
Information architecture	Information architecture
Choice modelling	Choice and modeling (MaxDiff, conjoint)

Paste many lines at once: Paste content with AI

Which study types support what

Content	Surveys	Usability tests	In-product surveys
All response, matrix, special, IA, and modelling types	Yes	Yes	Yes
Interactive tasks	No	Yes	No
Prototype on a page	No	Yes	No

Results

Answerable blocks appear in Results & Insights Studio with charts and tables matched to the type (bars for choice, NPS gauge, heatmaps for matrix, specialised views for card sort, tree test, MaxDiff, conjoint, and usability tasks). Non-answer blocks (context text, media-only, page breaks) do not produce response charts.

See Results and Insights Studio.