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Collecting Feedback with 1 to 10 Opinion Scale Surveys

Collecting Customer Feedback is essential for any business to know how your customers feel about the experience you provide them. Various types of surveys are used to gauge Customer Experience and work on enhancing customer satisfaction. And when you want to measure Customer Satisfaction and experience in quantitative terms, Opinion Rating Scale Surveys are one of the best options.

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Rating scale surveys or opinion scale surveys let you know how your customers rate the experience you provide them in a quantitative manner. In this article, we will explore more about 1 to 10 Rating Scale Surveys, their uses, and some smart tips to effectively use them. Let’s know what Rating Scale Surveys are.

Table of Content

What is a Rating Scale Survey?

A Rating Scale Survey is a common type of survey that collects data from respondents by asking them to rate their experience with a product, service, preferences, attitudes, or opinions on a predefined scale. This rating scale typically consists of a series of statements or items to which respondents provide a numerical rating. The most common type of rating scale that collects the respondent's feedback is the 1 to 10 rating scale. And the most common use for these rating scale surveys is to collect Customer Satisfaction, Net Promoter Score, Customer Effort Score, and more. 

While most people think that a rating scale survey is bound to be quantitative, it can be both- descriptive as well as numeric. In a 1 to 10 Rating Scale Survey, a numeric scale is provided where rating options lie from 1 to 10, among which the customers can choose a score to rate their experience. Here, ten represents the most positive experience, and one(or zero) illustrates the most negative experience. Below, we have given quick 1-10 rating scale descriptions by breaking down each rating.

1:  Strongly disagree, very dissatisfied, or strongly negative opinion

2: Disagree, dissatisfied, or negative opinion

3: Somewhat disagree or slightly dissatisfied

4: Neutral or neither agree nor disagree

5: Somewhat agree or slightly satisfied

6: Agree, satisfied, or have a positive opinion

7: Strongly agree, very satisfied, or strongly positive opinion

8: Extremely agree or extremely satisfied

9: Exceptionally agree or exceptionally satisfied

10: Completely agree, completely satisfied, or the highest positive opinion

If you are planning to collect feedback with this survey, here is a sample 1-10 rating scale survey template that you can use to collect a quantitative opinion of your users for your company.  

Use this Template

1 to 10 Rating Questions on Different Use Cases

1 to 10 rating scale surveys have gained immense popularity as a reliable and effective method for collecting feedback and measuring customer attitudes or perceptions in a quantitative manner. This methodology allows businesses to obtain valuable insights into customer satisfaction, loyalty, and overall experience. By utilizing the 1 to 10 rating scale, businesses can gather a wide range of opinions and sentiments from their customers, providing a clear picture of their preferences and experiences.

The versatility of the 1 to 10 rating scale surveys is evident in their various use cases. Whether it is assessing customer satisfaction, measuring loyalty, evaluating products and services, rating employee performance, collecting feedback at various touchpoints, or conducting market research, the 1 to 10 rating scale surveys provide businesses with valuable insights and enable data-driven decision-making.

1. To Measure Customer Satisfaction

Surveys are a great way to collect customer feedback. And when you want to measure the satisfaction level of your customers in quantitative terms, Opinion Scale Surveys are the best choice. While customer satisfaction surveys are the best approach to measuring customer satisfaction, a 1 to 10 rating survey is the best fit when one wants to capture their opinion quantitatively. One can ask a wide range of customer satisfaction survey questions to capture customer feedback in different styles like smiley rating, hearts rating, circle rating, CSAT buttons, picture rating, and more. And that's exactly where 1 o 10 satisfaction scale surveys stand out from CSAT to measure customer satisfaction. 

1 to 10 Rating Scale Surveys to measure customer satisfaction-1

Using 1 to 10 rating scale surveys, you actually get a quantifiable number around the satisfaction scale and level of the users and offer them a wider range to share their sentiments.  With these rating scale surveys, you get a clear idea of how satisfied your customers are with your products and services. 

Here are different variations of 1 to 10 rating questions that you can use to measure customer satisfaction:

  • On a scale of 1 to 10, please rate your overall satisfaction with our company?
  • On a scale of 1-10, how satisfied are you with or product/service?
  • How well did our product/service meet your expectations? (1 = Not at all, 10 = Completely)
  • How would you rate your overall experience with our company? (1 = Terrible, 10 = Outstanding)

2. To Measure Customer Loyalty with NPS

Net Promoter Score is the measure of Customer Loyalty towards your business. It is one of the most common use cases of 1 to 10 rating scale surveys. However, the rating scale in this survey lies from 0 to 10, where 10 means ‘Most Likely to Recommend’ and 0 means ‘Not at all Likely to Recommend.' 

An NPS survey is sent to the customers prompting them to rate their likeliness of speaking positively about your brand or business, among others. It is a single or a couple of questions survey, and the main or the primary question of the survey is depicted below. 

1 to 10 Rating Scale Surveys measure customer loyalty nps-2

Based on customers’ responses, the respondents are divided into three categories viz., Promoters (who rated 9-10), Passives (who rated 7-8), and Detractors (who rated 0-6). The score is the measure of Customer Loyalty and is used to represent Customer Loyalty in the market. More the NPS score, the more customer loyalty. 

Given below is the ultimate NPS survey's 1 to 10 rating question that you can use to gauge the loyalty of your users. 

  • On a scale of 1 to 10, how likely are you to recommend our company/product/service to a friend or colleague?

3. To Rate your Products and Services

You can use the 1 to 10 rating Scale to get a rating from your customers on each product, service, and aspect of your business. When you get separate ratings in quantitative terms for all the product and service attributes of your business, you get to know the strengths and weaknesses of your business by capturing product feedback using this rating scale survey. It offers a more effective way to conduct statistical analysis to decide on your product/service improvement. 

1 to 10 Rating Scale Surveys measure product rating-1

In this way, you identify the pain points of your business and can work on them to improve Customer Experience and prevent churn.

Here are some of the popular 1 to 10 rating survey questions that you can ask to collect customer feedback on different aspects of your product. 

  • On a scale of 1 to 10, how would you rate the overall quality of our products?
  • How satisfied are you with the features and functionalities of our products? (1 = Very dissatisfied, 10 = Very satisfied)
  • On a scale of 1-10, how likely are you to repurchase our products in the future?
  • How would you rate the ease of use and user-friendliness of our products? (1 = Very difficult, 10 = Very easy)
  • How would you rate the performance and reliability of our products? (1 = Very poor, 10 = Excellent)

4. To Rate your Employees' Performance

Rating Scale Surveys can also provide valuable insights into the performance of your employees. By sending surveys after customer interactions, deals, or any other transaction that involves your employees, you can gather feedback about their performance. This feedback can then be used to track and rate your employees’ performances, helping you identify areas for improvement and ensuring that your customers receive the best possible service.

1 to 10 Rating Scale Surveys measure employee performance

When it comes to evaluating employee performance, rating scale surveys offer a structured and systematic approach. By using a 1 to 10 rating scale, you can gather quantitative data on various aspects of your employee's performance, such as their communication skills, problem-solving abilities, professionalism, and overall customer satisfaction.

Let the rating scale surveys help you identify areas for improvement in your overall customer service processes and procedures. By analyzing the feedback received from customers on your 1 to 10 satisfaction scale, you can identify common themes or issues that may be impacting customer satisfaction. This information can then be used to implement targeted training programs or make necessary changes to improve the overall customer experience.

  • How effectively does the employee meet job-related goals and objectives? (1 = Very ineffective, 10 = Highly effective)
  • How well does the employee demonstrate the necessary skills and competencies for their role? (1 = Poorly, 10 = Excellently)
  • On a scale of 1 to 10, how would you rate the employee's communication skills?
  • How well does the employee work in a team and collaborate with colleagues? (1 = Very poorly, 10 = Very effectively)

5. To Collect Feedback at Various Touchpoints

As Rating Scale surveys are short closed-ended surveys, you can easily use them at every touchpoint to collect Customer Feedback. And the best part is that most of your customers would share their responses without getting agitated. So, when you obtain ratings at every touchpoint, you get to know where things are perfect and where there is a scope for improvement.

1 to 10 Rating Scale Surveys collect feedback at different touchpoints

For instance, you have a Hotel Business and want to get guest satisfaction feedback, and you want to ensure that all the services provided to your guests are up to the mark. You can use Opinion Scale Surveys at various touchpoints and locations, like at the time of check-in, during the stay, at the restaurant, at the spa, while checking out, and at other touchpoints.

Here are some of the 1 to 10 rating survey questions that you can ask based on different touchpoints:

  • After product/service purchase: On a scale of 1 to 10, how satisfied are you with your recent purchase?
  • After customer support interactions: How would you rate the helpfulness of our customer support team? (1 = Not helpful at all, 10 = Extremely helpful)
  • After a website visit: On a scale of 1 to 10, how easy was it to find the information you were looking for on our website?
  • After a live chat conversation: How would you rate the responsiveness of our live chat support? (1 = Very slow, 10 = Very fast)
  • After attending an event: On a scale of 1 to 10, how valuable was the content presented during the event?
  • After a product demonstration: How well did the product demonstration meet your expectations? (1 = Not at all, 10 = Completely)
  • After a service appointment: On a scale of 1 to 10, how satisfied are you with the timeliness of our service?
  • After a transaction process: On a scale of 1 to 10, how seamless was the checkout/purchase process?
  • After a product trial period: How likely are you to continue using our product after the trial period ends? (1 = Not likely at all, 10 = Very likely)

6. To Perform Market Research

When gathering data about a particular product, brand, company, or other things, numbers work best. With a 1 to 10 opinion scale survey, you get quantifiable data that can be easily analyzed and compared to analyze the market condition or response towards your offering.

1 to 10 Rating Scale Surveys to Perform Market Research

Numbers on the 1 to 10 rating scale provide a clear picture of customer satisfaction, loyalty, and sentiment towards a particular aspect of your business. Moreover, one can use them to capture and measure a wide range of opinions, attitudes, preferences, or perceptions. They offer a more effective way to conduct statistical analysis, identify trends, and make data-driven decisions regarding product features, new launches, or simply assess the market.

Here are some of the common 1 to 10 rating questions that you can ask while performing market research around your product, service, or brand as a whole. 

  • On a scale of 1 to 10, how satisfied are you with our current product?
  • On a scale of 1 to 10, how likely would you recommend our brand to a friend or colleague?
  • How does our current pricing compare to competitors in the market? (1 = Very Costly, 10 = Very Budget-friendly)
  • How well do you think our product compares to competitors in the market?

Some Tips to Use 1 to 10 Rating Scale Surveys

When it comes to 1 to 10 rating scale surveys, there are different ways in which one can conduct the surveys to get better results. Let’s learn how to use these Rating Scale Surveys in a more valuable and effective way by following some of the proven tips.

1. Do not ask Double Barrelled Questions

A Double-barrelled question is one in which you ask for feedback about two different things. For example, in a Hotel Feedback Survey, asking a question like ‘How would you rate our dining and room services?’ would be a double-barrelled question. Here, dining is one aspect and room service is entirely different. So, it goes without saying that customers can have different opinions about these services. Asking about these two in a single question would confuse them and even add a more vague response to your data.

double barreled queestion example 1 to 10 rating question

This creates confusion for the customers regarding their ratings, especially when they have different feedback about both of them. This either leads to abandoning the survey or inaccurate feedback, defeating the entire purpose of the feedback survey.

So, avoiding using such questions in your surveys is always recommended. Instead, ask multiple questions to collect feedback and ratings about different products and services.

2. Send Surveys at Appropriate timings

The timing of the surveys is another important factor that determines the success of your surveys. So, always send your surveys at the right time and at the right moment. The best time is when the experience is recent and fresh in your customers' minds. At that time, they can provide more accurate and robust feedback.

Trigger automatic surveys with an event or transaction like check-in or check-out from a hotel, discharge from a hospital, a purchase on a shopping website, bill payment at a store, a customer interaction or issue resolution, or any significant event or transaction that creates a customer experience. You can even incorporate surveys when making marketing materials using tools like a digital Flipbook maker or online publishing software.

Moreover, you can also send relationship surveys periodically to maintain and track the relationship with your customers, like monthly, quarterly, or annual feedback surveys. You can check out our article, The Right Time to Send NPS Surveys, to read about when to send relationship surveys and measure the overall brand impact. Just make sure to avoid survey fatigue, a situation when you oversend surveys and customers start feeling reluctant to fill a survey.

3. Always ask a Follow-Up Question

Although Rating Scale surveys are short closed-ended surveys, it is always a good idea to include an open-ended question in your surveys to know the why behind the customers' ratings. Such a question enables customers to vent out their true feelings, and it provides you with customers' real insights.

open-ended-question example 1 to 10 rating survey

4. Make the Surveys Logical

Always apply logic to your surveys to make your surveys sound logical and relevant. Survey Logic is a feature of surveys where relevant questions are asked to the customers depending upon their previously provided information or responses. This feature helps to create more effective and Dynamic Surveys.

For instance, an Net Promoter Score follow-up question would be different for detractors, promoters, and passives. You will thank the promoters for the positive feedback, whereas, for detractors, you will apologize for their bad experience and ask where things went wrong.

5. Take action on Bad Ratings

Taking action is as essential as collecting feedback in the first place. If you do not take any action on feedback, there is no point in asking for it. When you receive a bad rating on your Rating Scale Surveys, always follow up with the customers, resolve their problems, and improve their experience. In this way, your customers will feel heard, and you can even change their negative feedback into a positive one. 


1 to 10 Rating Scale Surveys are great for capturing customer feedback at various touchpoints and measuring it in quantitative terms. You can use them to rate your products, services, employees, and any aspect of your business. To make these surveys effective, you should avoid confusing questions and ask only relevant and logical questions. Moreover, you should send surveys at appropriate times, ask follow-up questions to know the reasons for the customers’ ratings, and take appropriate action on bad feedback to utilize the potential of these surveys fully.

Zonka Feedback offers a ready-to-use 1 to 10 rating scale survey template that can be either used as is or customized to add or update the rating scale questions. You can simply sign up with Zonka and use this template to measure customer satisfaction, product feedback, NPS score, and more. 

You can also try Zonka Feedback for free for 7 days and check out its features while creating the ratings scale survey.  

Nikhil Dawer

Written by Nikhil Dawer

Feb 11, 2022

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