Cxoice! - Market Research Survey Technologies

Cxoice Software (pronounced 'choice') is's market research technology platform and survey software system. Designed over more than a decade spent thinking differently about how we ask questions and involve people in providing research answers, Cxoice Survey Technologies redefine how you should use and think of a market research questionnaire and how you ask questions.

From simple surveys to cutting edge

For everyday surveys, Cxoice delivers straighforward standard questionnaires using run-of-the-mill question types (single, multiple, number, grid/matrix, text, slider etc) but with the added advantage of being fully 'skinnable' to match corporate styles and layouts and collecting data in as a 'data stream' including response order and timing. Cxoice also integrates with survey panels and enables the use of ID-based access control for email-based surveys and reminder management.

For international survey research, Cxoice Survey Technologies are fully multi-lingual and respondents can either be linked via a specific language, or select their preferred language on the fly - languages are integrated so one questionnaire serves all the languages ensuring all filters and survey logic work are the same across languages, reducing testing and development.

Where Cxoice stands out is when more sophisticated questionnaires are needed such as Conjoint analysis, non-linear designs, different types of trade-offs such as Brand-price Trade Off (BPTO), price shuffles, or newer question types such as Hot-Cold selectors, or click-to-rank questions where we avoid the challenge of trying to get an answer for everything, and allow respondents to show us their priorities. Cxoice integrates with external data sources, and online panels, and directly into customers' online journeys without recoding websites, or as a trial e-commerce system.

For telephone research with interviewers, Cxoice can be run in a 'follow-me' mode for use as telephone-assisted web interviewing (TAWI) or conversely web-assisted telephone interviewing (WATI) where an interviewer and respondent talk by phone while completing a survey. This allows professional interviewers to reach the right person, reassure and get under the skin of the respondent's answers, while controlling individualised prompt material (eg price tests, conjoint choice tasks, or pictoral based options) to help the respondent complete a complex task.

For use in a telephone mode, Cxoice has a full interview appointment manager suitable for co-ordinated interviewing among a team of interviews allowing a full on-line distributed team to use the same survey with full management oversight.

But the survey doesn't stop at the questionnaire. Cxoice incorporates respondent-to-respondent commenting and review of results, and for internal staff full permission controlled dashboards and live-linked presentations and reporting with live filters, audio commentary, export to Powerpoint and Excel charting, automated summaries, and review feedback and voting to see how they react to the findings.


  • Research standards
    • Standard market research question types (single, multiple etc) as you'd expect
    • Responsive design (for use with tablets, mobiles etc)
    • Javascript question-types (sliders, type-ahead, drag-and-drop)
  • Professional survey tools
    • Fully customisable to corporate style via skinnable look
    • Randomisable lists, questions and sections
    • Dynamic text substitution and integration with existing databases
    • Fully programmable filters, routing and in-survey calculation
    • Advanced and bespoke question types
    • Full response recording (even when someone changes their mind, the original is retained)
    • Javascript-based questions degrade gracefully to HTML-only question types
    • Data-stream capture includes response order and timing
  • Advanced methods and innovative survey questions and approaches
    • Conjoint design (including orthogonal designer) for choice, rating, ranking tasks
    • Full BPTO and dynamic pricing-testing modules in multiple currencies
    • Non-linear questionnaires and sectioning allowing respondent-driven question order
    • Shared-view/Complete-together options for combination phone-web interviews
    • Active questions with timers and movement
    • Socialised questionnaires with commenting
    • Website overlays and integration into live customer journeys
    • Fully capable e-commerce mock-up for research
  • Integration with external data sources
    • Integration with survey panels or company data
    • Integral database data upload to bring known data into the survey
    • Full ID check system for sample control
    • Exportable data to multiple formats
  • Management and reporting integration
    • Administrator module with live status and live topline results
    • Quota checks and management
    • Full CATI appointment manager for interviewing teams
    • Fully translateable with multi-language support
  • Advanced reporting, presentation and results dissemination capabilities
    • Live-data dashboards with dynamic filters for different access groups
    • Live-data full presentations including audio commentary capabilities
    • Tables and data tabulations
    • Automatically generate Powerpoint or Excel output
    • Feedback on feedback for voting, data-sharing and expectation testing

Demonstrations and discussion of Cxoice

Cxoice is used and has been used in a wide variety of settings from advanced conjoint designs to advertising testing and items like product and service design where customers see and choose from potentially hundreds of options. This is a demonstration of a non-linear questionnaire on SurveyGarden for customer satisfaction research.

We are running a series of discussions on Rethinking Questionnaires, looking at how technologies like those used in Cxoice can transform the way questionnaires are used in research.

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