PRODUCT
Collect paired reactions to the presence and absence of features, then explore use context and priorities.
10 questions · 4 pages · 3 answer formats · About 2 min
Time is estimated from all questions, including matrix rows. Branching can shorten a path; reading, consent and longer written answers can add time. Confirm it with a pilot.
See example results and what to do nextFree to use within your plan's response allowance. Edit the wording and options before publishing.
Use this template opens an editable draft after sign-in. Questions, answer options and configured logic carry over; nothing is published until you choose to publish.
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Try the actual questions, follow-ups and endings. Preview answers stay in this tab and disappear when you close or restart it. Nothing is submitted.
Product researchers studying how people react to the presence and absence of proposed features.
Describe Feature A and Feature B concretely. Keep both directions of each question pair and all five answer categories. Ask about functionality, not an appealing marketing name.
These are the questions and answer options copied into your draft. Bracketed text is a prompt to customize. Matrix questions contain several statements, so allow time for each row.
1. How would you feel if [Feature A] WERE available? (required)
Choose one
2. How would you feel if [Feature A] were NOT available? (required)
Choose one
3. How would you feel if [Feature B] WERE available? (required)
Choose one
4. How would you feel if [Feature B] were NOT available? (required)
Choose one
5. If we could only build one this quarter, which should it be?
Choose one
6. If neither, what should we build instead?
Long text
7. How often would you encounter the situation these features address?
Choose one
8. How clearly did you understand the proposed features?
1–7 scale (Not clearly → Very clearly)
9. What would a useful version of your preferred feature need to do?
Long text
10. Which proposed feature would you test first?
Choose one
Use the builder link to retain logic, piping, consent, scoring, and randomization. Plain text copies wording only; piped answers become editable placeholders.
Results → Analysis classifies the configured Kano pairs, counts missing or invalid responses, and calculates satisfaction and dissatisfaction coefficients. Keep the saved answer order: Like, Expect, Neutral, Tolerate, Dislike. Do not treat these answers as a satisfaction average.
Preview your edited survey on desktop and mobile, run a small pilot, and review an export before inviting the full audience. Adding questions is optional: keep the ones that support your decision.
Example results · fictional data
40 fictional respondents answered both questions for each feature. Feature A represents saved views; Feature B represents scheduled exports.
Research results
Calculated from fictional answers for this example. Unweighted; missing or invalid inputs are excluded per measure.
40 complete pairs · 0 incomplete or invalid
Most frequent: Attractive
Satisfaction coefficient: 0.75 · Dissatisfaction coefficient: -0.4. Coefficients exclude Reverse and Questionable pairs; 0 means no observed effect, +1 / −1 the strongest directional result.
40 complete pairs · 0 incomplete or invalid
Most frequent: Must-have
Satisfaction coefficient: 0.35 · Dissatisfaction coefficient: -0.8. Coefficients exclude Reverse and Questionable pairs; 0 means no observed effect, +1 / −1 the strongest directional result.
Illustration only. Calculated from 40 invented answer sets using Plumeform's analysis code. Your results depend on the people you recruit and the answers they give.
Feature A has more Attractive responses, while Feature B has more Must-have responses. Check the full distribution: a most-frequent category does not mean everyone agrees.
Discuss the result alongside implementation cost and the needs of the audience you recruited. Keep Reverse and Questionable pairs visible when reviewing the questionnaire.
Learn which users would miss your product, what value they get from it, and what they would use instead.
Find the friction behind a product rating and identify the next experience improvement.
Compare task success and difficulty across two tasks, then capture overall usability and improvement priorities.
Count the questions and reading load before confirming timing with a pilot.
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Free to use within your plan's response allowance. 100 responses a month on Free, and no credit card.