When should I use a design survey?

A design survey shows the respondent one image, video, or audio clip, then walks them through a short set of questions about it. It tells you what someone makes of one piece of media, in their own words.

When to reach for it

Reach for this when you have one image, video, or audio clip and want a structured set of reactions to it: a first impression, how clear the message is, who they think it is for. The respondent sees or hears the media and answers each follow-up question below it.

If instead you want people to compare options side by side and pick one, use a Preference test. If you want to know what lands in the first glance, use a Five-second test, which shows the design briefly and then asks what they remember.

Good to know

The follow-up questions can be any mix of multiple choice, rating, and open text, so you can shape the reaction you want. Three to five questions per design is a comfortable range. Past that, people tire and the later answers get shallow. The media and the questions are set in the editor.