Question Categories

Questions fall into three categories. Only two categories, value and profile questions, are used for analysis.

Engagement Questions

The first question presented to a respondent is usually an engagement question. Engagement questions are typically about an interesting or controversial current topic and are designed to grab the respondent's attention.

Engagement questions are generally shared.

Value Questions

The second question presented is usually a value question. Value questions are about consumer brands, celebrities and other people, or current events/topics.

Value Questions might be shared or custom.

Profile Questions

The third question is typically a profile question. Profile questions help classify respondents regarding gender, age, and other demographic factors.

Profile questions are usually shared.

This video reviews the three types of questions and the differences between shared and custom questions.