Tables and matrices
Tables & matrices let you ask the same kind of answer for many rows in one question — efficient for batteries of items, feature lists, or agreement scales.
Found under Tables & matrices in the content picker. Available in all study types that use the builder.
Matrix (single or multiple select per row)
Section titled “Matrix (single or multiple select per row)”What it is
A grid: rows are items (statements, features, channels) and columns are answer options (frequency, agreement, yes/no). Each row gets one selection, or multiple if you allow it per row.
Why choose it
Avoid repeating the same question ten times. Participants see one cohesive table, which is faster and easier to compare in analysis.
Results you get
- Table and heatmap-style summaries per row and column
- Distribution of selections across the grid
- Row-level breakdowns in Results & Insights Studio
Examples
| Rows | Columns |
|---|---|
| Email, Chat, Phone support | Never / Sometimes / Often |
| Feature A, B, C | Not important → Very important |
| Brand attributes | Agree / Neutral / Disagree |
When not to use a matrix
If there is only one statement with a list of options, use Choice instead. Matrix is for repeated scales on different rows.
Matrix (open text per cell)
Section titled “Matrix (open text per cell)”What it is
Same grid layout, but each cell is a short text field rather than a fixed option.
Why choose it
When answers vary too much for shared columns — for example price expectations or open comparisons per item.
Results you get
- Lists of text responses per row (and cell where applicable)
- Qualitative review and AI highlights on open content
Examples
- For each competitor, “What is the first word that comes to mind?”
- Per feature row: “What would you change?”
Design tips
Section titled “Design tips”- Keep rows to a readable count (roughly 15 or fewer per matrix when possible)
- Use short column labels; put long wording in a context text block above the matrix
- Randomise row order in block settings if order bias matters
- Matrices work well with paste content with AI when pasted text clearly lists rows and columns
Related
Section titled “Related”- Choice and modeling — single-scale questions
- Results and Insights Studio