Matrix Questions: Survey Design & Analytics

Matrix questions let you group multiple related sub-questions into a single compact grid. Participants can rate or answer several items side-by-side, making surveys more efficient and easier to complete.

1. What are Matrix questions?

A Matrix question is a grid-style question that combines multiple sub-questions (rows) with a shared set of answer options (columns). Participants answer each sub-question by selecting one option per row.

This format reduces the number of separate pages participants have to navigate and keeps related questions grouped together for a more coherent experience.

2. When to use them

Matrix questions work well when you want to collect ratings or opinions on several related items using the same scale. Common use cases include:

Satisfaction ratings across different service channels or touchpoints
Product attribute ratings (e.g. price, quality, ease of use)
Team or employee performance across multiple criteria
Agreement scales on a set of related statements

Avoid using Matrix questions for unrelated items or when each sub-question requires a different answer format.

3. Adding a Matrix question to your survey

Matrix questions are added from the touchpoint wizard, in the same way as any other question type.

Step 1: Go to touchpoint settings and open the Questions & text section.

Step 2: Click + Add question on the page where you want to add the Matrix.

Step 3: Select Matrix from the question type dropdown.

IMPORTANT

If your touchpoint is currently online, you will need to take it offline before making changes. Remember to republish it after saving.

4. Configuring the Matrix question

a. Rows (sub-questions)

Each row represents one sub-question. To set up your rows:

Enter the text for the first sub-question in the Row label field.
Click + Add row to add more sub-questions.
Drag and drop rows to reorder them.
Click the trash icon to remove a row.

There is no hard limit on the number of rows, but we recommend keeping it to 10 or fewer to avoid overwhelming participants, especially on mobile.

b. Columns (answer options)

Columns define the answer options that apply to all rows. To configure columns:

Enter the label for each answer option.
Click + Add column to add more options.
Reorder columns by dragging them.

You can use numeric values or text labels for columns. If you use numeric values, the platform will treat the column as a score scale for analytics purposes.

c. Layout and styling

You can adjust the following display settings:

Question label: The introductory text shown above the grid.

Required: Toggle whether participants must answer all rows before proceeding.

Matrix questions automatically adapt to the screen size. On mobile devices, the grid scrolls horizontally if the number of columns requires it.

5. Previewing and testing

Use the preview panel in the touchpoint wizard to see how the Matrix question will appear to participants. Check both desktop and mobile views before publishing.

To test, click Start Survey in the preview panel and fill out the Matrix question as a participant would.

6. Analytics & reporting

Matrix questions are fully supported in the Hello Customer analytics pipeline.

In Analysis, you can view results per sub-question (row) or as a grouped overview of the entire Matrix.

In Dashboards, you can add Matrix results as widgets

7. Good to know

If you duplicate a touchpoint, all Matrix questions and their configurations are preserved in the copy.

Matrix questions are available for all touchpoint types that support multi-page surveys.

If you have questions about this feature, contact your Customer Success Manager or email support@hellocustomer.com.