New Form Question (Marketplace Simulation)

Introduction

This document describes the best practices for creating and managing Form Questions on the Aybee platform. It is intended for all users who set up a test project. The goal is to ensure consistent and high-quality data collection for consumer insights.

After completing the shopping simulation, Aybee asked participants a set of standardized questions about their purchase decision — specifically why they chose to buy the test product or why they decided not to.

These form questions (post-shop) questions were presented immediately after the participant selected a product in the simulation and completed the standard purchase motivation questions.

Table of Contents

1. General Best Practices
2. Creating Form Questions
3. Advanced Features

1. General Best Practices

The following general principles should be considered when creating form questions:

• Clarity and Simplicity: Formulate questions clearly and understandably. Avoid technical jargon unless it is relevant to the target audience and is explained.
• Consistency: Use consistent terminology and formatting throughout the survey.
• Target Audience Orientation: Adapt questions to the knowledge and experience of your target audience.
• Visual Support: Use the platform's “Show User” feature to contextualize and clarify the questions.
• Logical Structure: Arrange questions in a logical order to make it easier for participants to get started and answering in a logical flow.

2. Creating Form Questions

The following steps describe the best practices for creating a multiple-choice, single choice, limited choice and long text answers question.

Basic Question Setup

Step 1: Enter Question: Enter the question text in the "Question" field.

Example: "Which characteristics are most important to you in dental care snacks for dogs?"

Step 2: Select Question Type: Choose the appropriate question type from the "Type of Question" dropdown menu:

• Multiple Choice
• Single Choice
• Limited Choice (→ set up minimum choices and maximum choices)
• Long Text

Select the Question Type

Best Practices by Question Type

Multiple Choice

• Add at least 6 answers if possible
• Randomize answers, if it’s not an ordinal scale (without specific sequence)
• Optional: Use a fallback answer at the end → don’t randomize this answer and select it as exclusive answer

Single Choice

• Use Likert scale
• For example: Very good, good, rather good, rather bad, bad, very bad
• Try to avoid a neutral option if possible
• Don’t randomize answers

Limited Choice

• Set appropriate minimum and maximum choice limits
• Useful to restrict the user further, for example: what are the top 3 most important factors when buying in this category

Long Text

• Provide clear instructions about expected response

Step 3: Show User Setting

The "Show User" setting determines what products participants see alongside the question:

• Whole Category: Next to the question, the user will see all products of the category
• Just Question: User does not see any product
• Bought Product: User only sees the product he/she bought
• Own/Tested Product: User sees only our tested product in the scenario
• Specific Product: User sees only the specific competitor product you choose

Define what the Participant should see alongside the Question

**Step 4: Choose if you want to randomize the answer options:  **

• Randomizes the order of answer options to avoid bias
• Only use when the answer options are not an ordinal scale (specific sequence, such as: very good, good, bad, very bad)
• If you have a fallback option, it’s recommended to put it last and select it as not randomized and exclusive answer in multiple choice questions (icon buttons next to the answer option)

Select an Answer as non-randomized and exclusive

Additional Configuration Options

Aybee offers additional configuration options to control the behavior of the question. Here are the recommended settings for questions:

Adding and Managing Answer Options

1. Add Answers: Click "Add Answer" to add a new answer option.
2. Delete Answers: Use the delete (trash icon) to remove the answer option.
3. Adjust Order: Use the arrows to the left of the answer options to change the order (if not randomized).

Answer Options

3. Advanced Features

Filter Functions

With filter functions, you can determine which participants should see a specific question. Use filters to show questions only to relevant participants. This increases the relevance of the survey and improves data quality.

Best Practices for Using Filters:

• Scenario-based Filters: Use the "Bought product from scenario" option to filter questions based on participant scenario (e.g., A or B).
• Product-based Filters: Use the "Bought specific products" option to target questions to participants who have purchased specific products.
• Question-based Filters: Use the "Participants who answered in a certain way" option to ask follow-up questions based on answers to previous questions.

Filter Functions

Updated on: 14/10/2025