A matrix question asks testers to rate several statements against one shared answer scale, all inside a single question. Instead of adding six near identical rating questions in a row, you build one grid: each row is a statement, and every row uses the same answer columns.
Matrix questions are worth using whenever you are measuring the same thing about several items. Common examples are rating agreement with a list of statements about your product, scoring each of your main features on ease of use, or measuring how a concept comes across on a set of opposing word pairs such as cheap and premium. Because every row shares one scale, the answers are directly comparable, and they arrive far quicker for testers than a run of separate questions.
Matrix questions require the Matrix Questions feature, so they may not be available on your account. They can also be enabled on an individual test. If you do not see Matrix in the question bank, contact your BetaTesting representative. Matrix questions can be added to regular surveys only. For everything else in the builder, see What type of survey questions can I add?
How to add a matrix question
Open your test and go to the survey builder for the survey you want to edit.
In the Base Question Types list on the left, drag Matrix into your survey.
Type your main question in the question box, for example "How much do you agree with each of the following?"
Choose a Row format. Statements + scale gives you a normal grid of statements against answer columns. Opposing word pairs gives you a semantic differential, where each row is a pair of opposite words.
Fill in the rows and columns using the two lists in the question. Use Add Row and Add Column to add entries, and the delete icon on an entry to remove it.
Drag an entry by its handle to reorder it.
Click Show preview to see the grid the way testers will, and Hide preview to collapse it again.
Your changes save automatically as you edit.
Statements and scale
With the Statements + scale row format, the rows list holds your statements and the columns list holds the shared answer scale, for example Strongly disagree through Strongly agree. By default testers pick one answer per row. Check Use checkboxes to allow multiple answers per row if you want them to be able to select several answers in a row.
Opposing word pairs
With the Opposing word pairs row format, each row has two inputs: a left anchor and a right anchor, for example cheap and premium. Testers pick the point between them that matches their impression, so there are no answer labels to write.
Use Scale points to choose whether each pair uses a 5 point or a 7 point scale. New questions start at 7 points.
The Core Question Bank also includes two ready made semantic differential matrices, Product Perception and UI Impression. Both drop in with the row format already set and with the word pairs written for you, and every pair can be edited.
How to use the question settings
Click the gear icon at the top right of the question.
Check Require answer to make testers answer every row before they can continue.
Check Include N/A column to add a Not applicable column at the end of the grid. This is useful when a statement may genuinely not apply to some testers.
The N/A option is available on the statements and scale format only, because a word pair scale has no place for it. Selecting N/A for a row clears any other answer in that row, and answering a row clears N/A.
How to read matrix results
Open your survey results and find the matrix question.
A statements and scale matrix appears as a shaded grid, with one row per statement. The shade of each cell shows the share of testers who picked that answer, so a dark run of cells shows where opinion concentrated.
A semantic differential matrix appears as a profile plot instead, with one dot per word pair showing where testers landed on average between the two anchors.
Click any statement or word pair to expand it and see the full answer breakdown for that row, with the same statistics you get on other rating questions.
Use the menu at the top right of the question to export the data to Excel, which exports the whole question with one sheet per statement.
Once results have been analysed, the same menu also offers Compare, which puts the same matrix question from several surveys in the same test side by side. That is the usual way to run a concept test, with one survey per concept and one comparison across all of them. See Comparing charts - Measuring data and improvements over time for more on comparisons.
Things to know
A statements and scale matrix can have up to 30 statement rows. A word pair matrix can have up to 10 rows, because each row carries two labels.
Every matrix has at most 7 answer columns and at least 2. An N/A column does not count towards the 7.
Row and column labels can be up to 500 characters.
Deleting a row or a column permanently deletes any answers testers have already given for it. The builder tells you exactly how many answers will be deleted and asks you to confirm first.
On phones, testers see each statement as its own stacked list of answer options rather than a grid, so long grids stay usable on small screens.
Duplicating a test or a survey copies the matrix structure, but never testers' answers.
Matrix questions cannot be used as the trigger for show/hide logic or skip logic. Use a multiple choice or scale question for that.