Numeric Rating Scales

Numeric rating scales allow respondents to rate something using numbers on a fixed scale. These are the foundation of metrics like Net Promoter Score (NPS). Use them for any rating where you want to calculate averages and track changes over time.

When to Use

Use numeric rating scales to collect:

  • Net Promoter Score (NPS) - The classic 0-10 “likelihood to recommend” scale
  • Satisfaction ratings - Rate from 1-5 or 0-10
  • Quality scores - Rate product quality, service quality, etc.
  • Experience ratings - Rate an experience numerically
  • Agreement intensity - Measure how strongly someone agrees (1-7 scale)
  • Any quantifiable rating - When you need numeric values for analysis

Visual Presentation

Button Group

Horizontal row of numbered buttons. Most visual and mobile-friendly.

On a scale of 1 to 10, How relaxed you feel?

Not at all relaxed
Extremely relaxed

Stars

Star rating style. Use for product reviews or satisfaction ratings (typically 1-5).

Rate your experience

Poor
Excellent

Configuration Options

  • Minimum value - Usually 0 or 1
  • Maximum value - Common choices: 5, 7, or 10
  • Endpoint labels - Descriptive text for min and max values
  • Visual style - Buttons, Stars

Best Practices

Label the Endpoints

Always provide descriptive labels for your minimum and maximum values:

  • Not at all relaxed / Extremely relaxed
  • Very Dissatisfied / Very Satisfied
  • Avoid showing numbers without context

Clear labels help respondents understand what the numbers represent.

Choose the Right Range

  • 0-10: For NPS or when you need a balanced wide range
  • 1-5: Best for quick ratings and familiar contexts (like star ratings)
  • 1-7: Best when you need more nuance than 5 points
  • 1-10: Wide range and easy for humans to interpret (but 5 is not true center)

Keep Scales Consistent

Within your survey, use the same scale structure:

  • If you start with 0-10, stick with it for all rating questions
  • Don’t mix 1-5 scales and 0-10 scales randomly
  • Consistency reduces confusion and improves data quality

Use for Quantifiable Metrics

Interval scales work best when you plan to:

  • Calculate averages and means
  • Track changes over time
  • Compare across segments
  • Create benchmarks

Common Use Cases

Net Promoter Score (NPS)

This is the standard NPS question - don’t modify it or your scores won’t be comparable. We have a tempalte for NPS that you can use.

How likely are you to recommend [Company] to a friend or colleague?

Not at all likely
Extremely likely

Customer Satisfaction Score (CSAT)

Measure customer satisfaction with a simple 1-5 scale. We have a template for CSAT that you can use.

How satisfied were you with your recent experience?

Very Dissatisfied
Very Satisfied

Product Rating

Rate product quality on a 1-5 scale.

How would you rate the overall quality of this product?

Poor
Excellent

Effort Score (CES)

Customer Effort Score measures how easy it is for customers to complete tasks. We have a template for CES that you can use.

How easy was it to resolve your issue?

Very Difficult
Very Easy

When NOT to Use IntervalScale

Consider alternatives if:

  • You want labeled options - Use ordinal scale for “Excellent”, “Good”, “Fair”, “Poor”
  • You want categorical choices - Use single choice questions
  • You want specific numeric input - Use number if you need open-ended numbers

Interval scale vs Ordinal scale

Use interval scale when:

  • You want numeric ratings (0-10, 1-5)
  • You plan to calculate averages
  • You’re measuring NPS, CSAT, or similar metrics
  • Numbers make more sense than words

Use ordinal scale when:

  • Labels are descriptive words (“Excellent”, “Good”, “Fair”)
  • You’re measuring subjective feelings with word labels
  • The scale isn’t meant for mathematical averaging

Example:

  • IntervalScale: 1, 2, 3, 4, 5 (with “Poor” to “Excellent” labels)
  • OrdinalScale: “Excellent”, “Good”, “Fair”, “Poor” (words are the actual values)

Tips for Better Responses

  • Always label endpoints with descriptive text
  • Use familiar scales - 0-10 for NPS, 1-5 for ratings
  • Be consistent throughout your survey
  • Don’t use too many points - 10-11 points (0-10) is usually the maximum
  • For NPS, never modify the scale - it must be 0-10 to be comparable

Analyzing Results

Interval scales give you rich quantitative data:

  • Calculate average scores to track overall performance
  • Track changes over time to see if you’re improving
  • Segment by demographics to find patterns
  • Calculate NPS (-100 to +100) from 0-10 scales
  • Benchmark against competitors when using standard scales