Two opposite words, and every position between them. The classic perception-measurement format, running as a continuous gradient instead of seven columns.
A semantic differential asks people to place something between two opposite words: cheap and premium, dull and exciting, cold and warm. It has been a staple of brand, product, and perception research since the 1950s, because word pairs surface impressions that direct questions miss. The classic format is a grid of word pairs with seven columns between each. The grid works, but it inherits the box problem: everything between column five and column six does not exist.
Type your two words. The puck runs between them.
Respondents land anywhere from 0 to 100, so "slightly more modern than traditional" is a recordable answer.
Averages on a 0–100 gradient separate brands that a seven-column grid would show as tied.
Add a question per word pair, share one link, and watch the profile build as answers arrive. About 3 seconds per pair.
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A rating format where respondents place something between two opposite words, such as cheap and premium. It has been used in brand and perception research since the 1950s.
A Likert item asks how much you agree with a statement. A semantic differential asks where something sits between two opposite words. Likert measures agreement; the differential maps impressions.
Five to ten pairs cover most brand or product profiles. At about 3 seconds per pair, even ten pairs take respondents about half a minute.
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