Note: This question type was previously named “Implicit Association”. It was renamed to “Swipe Cards” when the new “Implicit Association Test” was introduced as a separate question type.
This question type allows you to measure respondents’ preference for each of the items shown on cards. The items (cards) can present any type of the content: concepts, images, logos, brands, words, statements, etc. The answers can be provided in an intuitive mobile-friendly way by swiping cards left or right, or with the use of optional buttons.
Once you have added the swipe cards question to the survey, you can define the items shown on cards. These can be brands, for example. The defined items can be then answered as “Yes” or “No” by survey participants (or anything else you define, e.g. Like / Dislike). After participant has answered the first item, the second item will be presented.
In order to include an image in a text box under the item, the RTE window has to be activated. Using the Upload Manager icon in this window, you can select the desired image from the appropriate Images directory. Click here for more information on the RTE window.
If you have checked the Show yes/no buttons setting, you can enter the desired descriptions for both the Yes button and the No button in the fields below.
When the participant has answered all the items of the swipe cards question, the message Thank you, please continue the survey to save your answers. will be displayed by default. The text of this message can be edited in sidebar options. Respondent can then proceed with the other questions in the survey.
- Analyzing results
- Exporting raw data
- Measuring reaction time
- Exporting raw data including reaction time
After the participants have completed the survey, you can view the results in the online report. To do this, you can click the red circled icon in the created basic report, see under Analyze. Click here for a description on how to create a Basic Report.
After having clicked the corresponding swipe cards question in the online report, a chart appears, indicating per item (e.g. brand) the number of participants who have rated the specific item as positive (Yes) or as negative (No).
When downloading the raw data with question text and answer option labels, a column indicates for each item (e.g. brand) how it has been rated by the corresponding participant. The first participant in the example above, for instance, has rated the Sunrise brand (column F) as positive (like).
Note: this option is only available to Expert user license
If you have checked the Measure reaction time per item setting, you can measure the time each participant spends to answer each item.
With this setting enabled, respondent first sees the "Start now" button. Time measuring starts only after that button is clicked. You can specify the description of the start button in the sidebar settings.
Additionally, you can also specify which keyboard keys should be linked to "Yes" or "No" answers. This way participant can potentially answer faster using a keyboard instead of a mouse when using PC. If you plan to use this scenario, remember to provide clear instructions to your respondents, either in the preceding text block, or in the swipe cards question hint text.
Additionally, you can also enable the "countdown" option. This will include additional countdown in seconds from 3 to 0 between clicking "start now" button and measuring time of answering the first item shown on the card. This option allows respondents to get ready (e.g. put fingers on the right keyboard keys) before answering the first item.
The Time plays an important role, because upon rating the item, the reaction time will be measured and recorded in the Excel file. This information allows you to derive additional insights, e.g. for items that has similar "Yes" responses count, you can also analyze mean or median response time. For the item with significantly longer response time, it might be concluded that participants answered with mixed feelings instead of being 100% sure.
When downloading the raw data with question text and answer option labels, a file is generated. In this file, a column indicates for each item (e.g. brand) how it has been rated by the corresponding participant. For instance, the first participant in the above example experiences the Sunrise brand (column F) as negative (No). For the third participant, this item rather evokes positive (Yes) associations. The reaction time in milliseconds can be found in the column to its right (item Time; column G). This implies, for example, that the first participant has needed about 6 seconds to rate the Sunrise brand.