What is skip logic and branching and how does it work?
Skip logic and branching is typically used to customise each respondent’s "journey" through a survey. It is in the nature of surveys to offer participants different answer options to choose from which directly affect the relevance of any subsequent
questions. This is where skip logic and branching come in to increase the quality of experience for survey-takers.
Broadly speaking, there are two types of survey participants: there are those who are genuinely interested or impacted by the survey topic and there are those who are motivated by incentives offered. Either way, people who decide to take a survey
hope to capitalise on it, be it due to the gain of knowledge or a compensatory reward. In order to draw your own profit from conducting a survey, i.e. receiving meaningful and complete information from your respondents, you have to consider the
"journey" for your participants to be just as important as the "destination". Essentially, this means that you apply targeting-like logic to determine which questions are displayed to a specific survey participant and which questions aren’t based on
previously selected answers. By doing so, you individually eliminate all irrelevant questions and place the greatest importance on the needs and interests of your respondents.
The consequence? You will avoid
(i.e. any obstacles people face before and during your survey that will lead to bounce behaviour, in this case irrelevant survey content), increase
and receive higher