Building a Monadic Survey

Monadic Tests are a great way to test two or more concepts. Monadic Surveys present respondents with one concept in isolation, and the same set of questions are asked across all of the concepts. Learn more about use cases for Monadic Testing here

Create and launch a Monadic Test in six easy steps:

Step 1: Click the Create Action tab on the left-hand navigation panel. Choose Monadic Testing from the Action menu. 


Step 2: Enter a Title and Description for your survey. These are respondent facing and the first thing respondents will see before taking your survey! Click 'Next' when done.

Step 3: Next is the Audience Page. Here you will add the number of desired respondents, along with any necessary targeting, retargeting, and quotas. More details on targeting, retargeting, and quotas, linked here. Click Next: Concepts

Note: You're able to test up to 10 concepts with up to 1000 respondents. The number of respondents you indicate in this field are the total number of respondents for your survey. They will be randomly distributed across the concepts you are testing. Underneath the respondents field, you can see about how many this will come out to per concept. To allow for automatic stat-tested results, you need a minimum of 50 respondents per concept. 


Step 3: Indicate whether you'd like to test stimulus as a URL or as an image by toggling the setting at the top of the page. 

Step 4: Paste in your URLs or upload your images for each concept. Give each one a Concept Title - these titles will not be shown to respondents, but they will be shown in your results and should be specific enough to differentiate between your concepts. 


Once your stimulus is added and your concepts are named, click Next: Questions

Step 5: There are two categories of questions you can ask in a Monadic Test:

Concept Questions
Concept Questions will be asked to respondents first, and they’re best used for things like:

  • Evaluating their assigned concept by a variety of metrics or custom KPIs, like purchase intent, appeal, relevance, uniqueness, and more
  • Asking what respondents like and dislike about their assigned concept
  • Asking why respondents answered another concept question in a particular way

Results and stat-testing: Results for concept questions are broken out by concept, and rating concept questions will be stat-tested, making it easy to evaluate concept performance.
Viewing concept stimulus: During the concept question block, you can set the media to be required, optional or hidden for respondents.

Comparison Questions
Comparison Questions come after the concept questions, and they’re best used for things like:

  • Asking generic follow-up questions
  • Showing additional stimuli
  • Including a tie breaker, where respondents are shown all concepts and asked to choose a favorite
  • Asking recall questions, like what the brand or name of a product was in their assigned concept

Results and stat-testing: Results for comparison questions are not broken out by concept, so you’ll get one set of results for each question. Scale and rank questions will be stat-tested.
Viewing concept stimulus: During the comparison question block, respondents will no longer be able to view their assigned concept.

Add in your Concept questions and Comparison questions! 

  • When adding Concept questions to a monadic mission, select how respondents will interact with concepts. You can choose the following options:
    • Required: respondents are required to view the concept before answering the question
    • Optional: respondents can refer to the concept before answering the question, but are not required to
    • Hidden: respondents cannot see or refer to the concept

A few notes on logic and piping with in Monadic Surveys:

  • In-step logic is available within both Concept and Comparison questions within each section Additionally, Comparison questions can be targeted back to Concept questions!
  • Piping is available within the Comparison question section. 

When targeting within or to a Monadic Survey, you have the option to target respondents who answered specific questions OR were exposed to specific concepts within the study. A few notes on this feature:

  • To target to a specific question, select the question you'd like to target from the dropdown menu. 
    • If you are including respondents who participated in this question, you can go further to target based on specific response conditions by toggling the switch to ON
    • If you're retargeting respondents who did not participate in the question, please ensure the Action has completed (is no longer live). Click Save when done! 
  • To target a specific concept, users must select a concept question, and then toggle on “Target to monadic concept” in order to select the concepts. 
    • If a comparison question is targeted, the “Target to monadic concept” toggle will be disabled. 
    • Because a respondent can only see one concept within a study, targeting monadic concept(s) only allows for OR logic between concepts.
    • Click Save when done!


After your questions and logic are programmed, click Next: Review. 

Step 6: In this review screen, you can set your Monadic Test duration, add Tags, preview your Monadic Test, and click Launch Now.