Show each participant only the questions that apply to them

Ask someone who has no car about their driving habits and you lose their time, their patience and a clean answer. The same thing happens when a loyal buyer and someone who stopped buying last year sit through the same topic guide. The usual workaround is a separate study per group, which splits your sample and your analysis.

Question routing, how it works and what it changes for participants, no sound needed.

How it works

• Pick the question to route. Open its routing control in your topic guide.

• Set the condition. Reference an earlier single-select or multiselect question, choose "is any of" or "is none of", and select the answers that should show the question.

• Add logic when you need it. Combine conditions with AND and OR, and nest groups, for example "owns a car AND (commutes by car OR drives more than an hour a day)".

• Conveo applies the rules during the interview. Each upcoming question is checked against its rule, and questions that do not apply are skipped. Changes to rules save automatically.

Route a whole section with one rule

A section can carry its own rule, so a block written for lapsed buyers only appears for lapsed buyers. Section rules can use answers from earlier sections, including the screener. A question inside a routed section appears only when both its own rule and the section rule allow it.

Research teams asked for it in five situations

These come from teams we work with in consumer goods, food and drink, toys, consumer electronics, pharma and market research agencies. We kept them anonymous.

• Users, lapsed users and non-users in one guide. Each group gets the questions written for it, from loyalty probes to why someone stopped buying.

• Skipping follow-ups after a no. When a participant has not noticed a change or does not do the task, the questions that assume they did never come up.

• Screener answers that shape the interview. Segments picked in the screener each go down their own path.

• Journeys with several stages. Each answer option opens its own line of questioning, so participants talk about the stage they are actually in.

• One study instead of several. Every path stays in a single study, so the results can be analyzed together.

What this means for your research

Every participant gets a shorter interview about their own situation, and your data carries fewer answers from people a question never applied to. You write one guide for several groups and keep them in one study.

Some limits to know. Routing works on structured answers: ordinary open-ended answers cannot drive a rule, and open text only routes through a classification category you set up. Routing only changes which questions are asked, so use screeners and quotas to decide who takes part. Run a test interview for each important path before you launch.

Read the question routing guide.