Likert Scale Question
A Likert scale question asks respondents to rate their agreement on an ordered scale, typically from strongly disagree to strongly agree across five or seven points.
In depth
A Likert scale question presents a statement and a symmetric set of ordered responses, so each step carries a known direction and weight. Because the options are ordered, you can assign ascending point values and treat them as a small ordinal scale, which makes attitudes, confidence, and readiness measurable rather than just yes-or-no. This is more granular than a binary question but more structured than a free slider, giving you clean, comparable data across respondents.
The classic pitfall is acquiescence bias, where people default to agreeing, and unbalanced scales that lack a true neutral midpoint. In a lead-qualification funnel, Likert items shine for self-assessment statements like "My team has a documented sales process," where the chosen level both maps to a score and tells your scorecard how mature or ready a prospect is for a particular offer.
Example in practice
Frequently asked questions
How many points should a Likert scale have?
Five or seven points are standard; five is simpler and reduces fatigue, while seven captures finer distinctions. Keep the scale symmetric with a clear neutral midpoint.
How is a Likert answer scored in a funnel?
Each ordered step is assigned ascending points, so the selected level converts directly into a score. That value then helps decide which result bucket the lead enters.
What bias should I watch for with Likert questions?
Acquiescence bias makes some respondents agree by default, skewing results. Balance the wording, mix in reverse-scored statements, and offer a genuine neutral option.