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Cxoice - survey technologies and insight systems

Cxoice Insight Technologies is our own market research technology platform and survey software system, integrating standard and advanced surveys, analysis and insight creation, customer knowledge and project management. Designed over more than a decade spent thinking differently about how we ask questions and involve people in providing research answers, Cxoice Survey Platform redefines how you can use and think of a market research questionnaires, how you ask questions and how insights can be presented, reported and shared and curated.

From simple surveys to cutting edge

Cxoice Survey Technologies For everyday surveys, Cxoice delivers straightforward 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 (single source definition), reducing testing and development.

Advanced and bespoke survey formats

Where Cxoice stands out is when more sophisticated questionnaires are needed, and provides 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, or menu-based surveys where we avoid the challenge of trying to get an answer for everything. Cxoice integrates with external data sources, and online panels. It can be used as a direct overlay onto websites and e-commerce systems to get feedback on customers' online journeys without deep coding.

Web, telephone, CATI, WATI and TAWI

For telephone research with interviewers, Cxoice has a full interview appointment and sample manager suitable for co-ordinated interviewing among a team of interviews working locally, or remotely, allowing a full on-line distributed team to use the same survey with full management oversight and quota control.

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 pictorial based options) to help the respondent complete a complex task.

Social questioning and MROCs

But the survey doesn't stop at the questionnaire. Cxoice incorporates respondent-to-respondent commenting and review of results, and can be integrated with panel management tools for full online community use

Dashboards and live-data recording

Innovations are more than just data collection. Cxoice has full live-data reporting capabilities for interactive presentations with instant drilldown, word charts, segment analysis and significance highlights. Charts can be instantly filtered for different audiences, and have permission-based access. For fast reporting, dashboards can be created. Reports can have automated summaries, and allow for feedback-on-feedback to test expectations, or for training, or voting on decision options. And, if required, can be instantly exported to Powerpoint or Excel.


  • Research standards
    • Standard market research question types (single, multiple etc)
    • Full responsive design (for use with mobile phones 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 including video, images and audio
    • Full response recording (even when someone changes their mind, the original is retained)
    • Background 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
    • Menu-driven structures with sections allowing respondent-driven question order (non-linear questionnaires)
    • Shared-view/Complete-together options for combination phone-web interviews (WATI)
    • 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 with sample and quota control
    • 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.

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.

For help and advice on advanced market research on-line or off-line contact

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