Adding stimuli and structured questions
When to show something, and when to collect a number or a choice.
Updated September 2026 · 3 min read
Most of a plan should stay open topics. Two other kinds of item are for moments that should not be free conversation.
A stimulus
A stimulus is an https link the participant sees as a card, plus a note only the interviewer sees about what to draw out. Use it for a screen, a page, or a concept you want a reaction to. Pin it must-cover if they should always see it.
A structured question
A question collects one structured answer and then the interviewer can probe it. The types are a 5 or 7 point scale, NPS, a single choice, multiple choice, or a ranking. The participant answers on a card in the conversation; it is still one transcript, not a separate form.
If you only need the answer as a filter later, an attribute is usually the better place for it. A structured question is for something you want them to respond to in the moment.