Scale (LIKERT / NPS / SLIDER / SD)
How to use kicue's scale-based question types — Likert, Net Promoter Score, slider, and semantic differential — and when to choose each.
Scale questions measure attitude, satisfaction, or recommendation on a graduated scale. kicue supports the following four flavors.
- Likert scale — 5-point / 7-point agreement ratings
- NPS — 0–10 recommendation rating
- Slider — continuous value input
- Semantic Differential (SD) — bipolar adjective pairs
Likert scale
The most standard psychological scale for measuring agreement or satisfaction. 5- and 7-point scales are globally recognized and comparable across studies.
When to use it
- Level of agreement with a statement
- Satisfaction with a service
- Importance of an attribute
Example
Q. How much do you agree with the following statement?
- Strongly disagree
- Disagree
- Neither agree nor disagree
- Agree
- Strongly agree
Configuration
- Number of points — 3 / 4 / 5 / 6 / 7 / 10
- Endpoint labels — "Strongly disagree" — "Strongly agree"
- Middle labels shown / hidden
- Handling the midpoint — even-numbered scales (4 / 6 points) remove the midpoint and force respondents toward one side
NPS (Net Promoter Score)
A standardized measure of recommendation on an 11-point scale (0–10). Widely used for longitudinal customer loyalty tracking.
Standard wording
Q. How likely are you to recommend this service to a friend or colleague?
0 (Not at all likely) —— 10 (Extremely likely)
Categories and formula
Responses are bucketed into categories, and NPS = %Promoters − %Detractors.
- Promoters: 9–10
- Passives: 7–8
- Detractors: 0–6
kicue's tabulation screen calculates the NPS score automatically.
Design notes
- Use the standard NPS wording verbatim so you can benchmark against other studies
- Do not collapse the 0–10 scale into something shorter — you'll lose comparability
Slider
When you need a continuous value, a slider is the intuitive choice. Respondents drag a thumb to the desired value.
When to use it
- Continuous ratings of satisfaction or feeling
- Price sensitivity ("What would you be willing to pay?")
- Intuitive impression scores
Configuration
- Min / max value
- Step size (1, 5, 10, ...)
- Initial value
- Unit display ("points", "$", "%", ...)
Example
Q. On a scale of 0–100, how would you rate the value of this service?
0 ————●———— 100 (75 points)
Touch interaction is smooth on mobile.
Semantic Differential (SD)
A rating method using bipolar adjective pairs, used primarily for image or impression evaluation.
When to use it
- Brand image studies
- Impression assessments for new products
- Building impression maps for ad creatives
Configuration
- Bipolar pairs — e.g., "Warm — Cold", "Luxurious — Friendly"
- Number of points — 5- or 7-point is typical
Example
Q. What's your impression of this logo?
Left pole Right pole Warm ● Cold Luxurious ● Friendly Modern ● Traditional
Choosing the right scale
| Purpose | Recommended |
|---|---|
| Graded agreement or satisfaction | Likert |
| Quantifying recommendation (longitudinal) | NPS |
| Continuous value / intuitive rating | Slider |
| Multi-faceted image / impression evaluation | SD |
Design best practices
- 5- or 7-point Likert scales are the most internationally comparable
- Use the standard NPS wording to enable benchmarking
- Sliders have higher response cost — reserve them for important questions
- SD works best with 5–10 adjective pairs per question
Next question types
- Matrix — rate multiple items on the same scale
- Ranking (RANK) — assign an order to items