Conditional logic, also known as “conditional branching” or “skip logic”, is a feature of survey design that changes what question or page a respondent sees next based on how they answer the current question. Using conditional logic, you can create a custom path for each respondent, depending on their response to a specific question. This is a powerful tool for researchers, empowering them to create custom rules and get the right responses without confusing respondents or wasting their time.
To properly explain conditional logic, let’s use an example:
A brand can ask a group of consumers whether they have purchased one of their products before. If the answer is yes, the survey will jump to a question like “Please rate the quality of this product”. If the answer is no, the survey will jump to a question such as “Why haven’t you purchased X product?” with response options like “Haven’t needed it”, “Didn’t know it existed”, “Was too expensive” and “Other”. After these questions, the survey flow could reconnect, so all respondents will get the same questions or the survey paths will remain separate.
On the Bounce dashboard, the implementation of conditional logic is aided by a clever ‘Map View’ where you can segment respondents, add conditional logic, and design surveys without complication. You can learn more about the scripting features on the Bounce dashboard here. Conditional logic can be used for any research project, whether you’re gathering research for a new advertising campaign, assessing customer satisfaction, or developing a new product.
Bottom line, adding conditional logic makes surveys quicker and smoother for your respondents. Conditional logic is a valuable tool in improving survey design and respondent experience, though you should make sense it is well thought out and tested. Better respondent experience produces better research, which should be the goal for every researcher.