Medallia’s PDF explores how to choose between zero-to-ten and one-to-five survey scales by aligning them with business goals. Zero-to-ten offers more nuance, better for complex services and detailed analysis, while one-to-five is ideal for mobile usability and public reporting. Choice should reflect the nature of the product, benchmarking needs, respondent behavior, and how data will be used. Switching scales is discouraged unless carefully phased. Ultimately, no scale is universally better—successful design depends on clarity of purpose, audience needs, and the ability to adapt and test over time.

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