Card sorting in a survey is a very highly interactive question type that respondents use to sort answer options into specific buckets which helps to conduct user research. Answers rank from the least to the most crucial answer options. These questions are highly engaging and require a more in-depth level interaction with the survey, which means they are preferred to question types that use radio buttons, single select, etc.
This question type allows a high amount of control to the surveyor as well as the survey taker because the grouped answer options are either open-ended or close-ended. Due to different answer nesting types, there are various ways in the collection and interpretation of data.
For example, if an online furniture retailer is launching a new wardrobe range, there would be an eagerness to know the micro-level product specifications that would retail best. The obvious questions would revolve around functionality, colors, specifications, price-point, etc. Respondents provide bucketed information about what is most important to them, and this helps club information about what features are most relevant and the ones that are not important.
The most significant use of card sorting in a survey is the ability it provides organizations to understand the most sought after product features and services. Answer options when bundled together, show weighted importance, either purely by line items or by percentages. This provides the ability to get direct feedback about answer options in numerical value, which provide for actionable insights.
There are two types of card sorting in surveys. Both of them offer different kinds of insights for various reasons. They are:
An easy to understand example of card sorting in a survey is placing Hollywood movies under different genres.
In open card sorting , respondents define their buckets to place the movies under.
The dashboard for this method is in the form of weighted buckets that have a percentage associated with them.
In closed card sorting, respondents drag and drop answers under pre-defined buckets.
This dashboard is in the form of weighted bar graphs.
There are many advantages to using card sorting in surveys. Some of the most prominent benefits are: