Likert Scale

The Likert Scale measures agreement with a series of statements, typically on a 5 or 7-point scale from "Strongly Disagree" to "Strongly Agree". It is the gold standard for measuring attitudes, opinions, and perceptions in psychology, market research, and employee surveys. Each row is a statement; each column is a level of agreement.

When to use it

Reach for Likert Scale when:

• you are measuring an attitude, opinion, or perception rather than a behaviour or fact
• you need statistically valid data you can average, compare, and run significance tests on
• you are conducting employee engagement, brand perception, or academic research

How to configure it

Open the question in the builder and expand Settings:

• Scale — 5-point or 7-point.
• Scale labels — customise the labels at each point (default: Strongly Disagree → Strongly Agree).
• Neutral midpoint — include or exclude the middle "Neither agree nor disagree" option.
• Statements (rows) — each row is a statement to be evaluated.
• Shuffle statements — randomise row order to detect straight-liners.
• Required — force an answer on every row.

Tips

Tip — Mix positively and negatively worded statements (e.g. "I trust this brand" alongside "I would not recommend this brand"). Respondents who give the same answer to both are straight-lining — reverse-scored items catch this and let you clean the data.

Tip — Report Likert results as means and distributions, not just as a percentage who "agreed". The full distribution (how many strongly agreed vs. slightly agreed vs. disagreed) often tells a more nuanced story than the top-2-box score alone.