The labels JetBlue uses on this 0-10 scale put “Somewhat Helpful” to shame

Look at this survey I got from JetBlue last week.

There’s a subtle but smart thing they did to make this question way more useful than the generic template questions you’d find on Survey Monkey or Typeform.

Check out the labels, specifically “Avg 5.”

It anchors the question to a normative scale, which allows JetBlue to compare itself to other airlines.

Most 0-10 scales do not do this.

They use labels grounded in opinion, like "somewhat helpful,” that make market comparisons impossible.

If you’ve ever groaned about crap survey questions, bad labels were probably the culprit.

What does “somewhat helpful” mean?

Nobody actually knows…

Running a survey now with 0-10 scales and want to fix generic labels?

Thinking of designing a survey and need help?

Then book a $45 Survey Roast.

I’d love to hear about what you’re working on.

Just click the link below.  

https://www.sammcnerney.com/45-dollar-survey-roast