Straightlining appears in survey data for many reasons, including respondents completing the survey perfectly legitimately. Instead, straightlining is often a predictable outcome of poor survey design choices rather than respondent laziness.

I wrote this blog post to correct the record. Below are four distinct types of straightlining you may encounter in surveys (#4 is the one researchers most often overlook).

How VEED, the AI video creation platform used by over 10M globally, used a maxdiff and segmentation analysis survey to refine their Ideal Customer Profile definition and build a sharper strategy.

Airbnb hosts were furious when the new Services Tab was launched in Summer 2025. This case study looks at what Airbnb's product team should do to turn customer frustration over their latest product launch into a raging success.

Gabor Granger is a survey that measures the optimal price for a product or service. It works by showing customers a series of hypothetical prices and asking them if they would buy the product at this price or not.

Four questions to help you pick the right method for your ranking survey, between Conjoint Analysis, Pairwise Comparison, MaxDiff Analysis, Ranked Choice Voting, and Points Allocation ranking.

UX for mobile survey respondents varies wildly between the most popular conjoint analysis platforms. I reviewed 8 of the most popular conjoint tools to assess their responsive design for mobile conjoint research.

A discrete choice experiment is a type of survey that measures the relative importance of a set of options according to a group of people, including conjoint, maxdiff, pairwise comparison, and more.

Real case study showing how Dogo used a maxdiff analysis and conjoint survey to optimize their pricing model, ultimately driving +9.5% conversion rate and +13% ARPU.

Marginal Willingness To Pay measures how much a customer would spend to change one specific feature of your product. This guide explains how to create a MWTP analysis along with real examples.

Opportunity Gap Surveys identify which discovery research insights have the highest potential for impact by measuring how important each need is to your users and comparing that against how satisfied those same users are with their current solutions. The name comes from this comparison — finding the gap between importance and satisfaction allows you to spot opportunities that are very important to your customers but poorly served today.

A Van Westendorp is a survey method used to measure a product’s optimal price. Known specifically as the Van Westendorp Price Sensitivity Meter, or sometimes just VM PSM for short, this survey method shows you how price changes impact your customers’ willingness to pay for your product.

In Full-Profile Conjoint Analysis, a list of fixed profiles is created in advance rather than allowing attribute options to be randomly selected, and the results show which overall profiles were most and least likely to be selected.

Materiality assessments are not difficult to administer yourself. The various free guides you’ll find on the internet will try to convince you that materiality assessments are complex and time-consuming processes. In reality, these guides purposely exclude any information about how to actually measure materiality so that you’ll be forced to pay them >$100,000/year to conduct these assessments for you.

Which survey tools autosave answers? I tested 18 of the most popular survey platforms to see which offer partial completion functionality to capture incomplete sessions when respondents drop-out.

The Competing Values Framework (CVF) is one of the most popular academic theories for understanding how organizations act. It uses a simple 2x2 matrix to quantitatively map an organization’s culture in a simple yet empirically validated way that allows leaders to plan strategies to change their culture over time.

Contingency tables compare two or more types of data to see how often they overlap in a matrix table. Learn how they works, what the best tools are, when to use it for your research, and what its advantages are over other survey analysis methods.

Crosstab Analysis lets you compare two or more types of data to see how often they overlap in a simple matrix table format. Learn how crosstabulation works, what the best tools are, when to use it for your research, and what its advantages are over other survey analysis methods.