Why You Should Be Using Text Highlighter Questions in Your Surveys
Savannah Trotter • 29 Sep 2023
In a world overflowing with information, we are all constant consumers of text and copy.
From the moment we wake up and check our smartphones to the countless billboards, social media posts, product labels, and websites we encounter throughout the day, text surrounds us like an invisible ocean. Whether we realize it or not, we are navigating this sea of words, making countless decisions based on the information we encounter.
Now, think about the last time you felt captivated by an advertisement, compelled by a blog post, or simply couldn't resist clicking on a link.
What made those words stand out? What was it about the text that convinced you to take action?
The answer lies in the art of perfecting copy, a craft that extends far beyond the realm of marketing. It's a skill that everyone who uses words to connect, inform, persuade, and engage should master.
Enter the Text Highlighter question type, a powerful tool that unlocks the secrets of effective communication.
Today, we’ll explore how to use this question type to craft more compelling copy. So, whether you're a seasoned content marketer, a product manager drafting instructions, or a market researcher supporting a variety of copy-producing teams, fasten your seatbelt, because text highlighting is about to transform the way you approach words and wield their influence.
What is a Text Highlighter Question?
A text highlighter question allows respondents to provide granular feedback on a piece of content or snippets of text. The type of feedback they provide is entirely up to you!
You can have respondents highlight snippets of text based on the clarity, quality, truthfulness, or even the emotions it elicits.
Each question is highly customizable, so you can collect the exact type of audience feedback you need on any type of text- whether it be a full blog article or snippets of ad copy for your next campaign.
When Can I Use a Text Highlighter Question?
Text highlighter questions are useful for anyone needing to evaluate text. Some popular use case areas include:
Analyze blog posts, articles, or social media content to see which copy engages your audience most. Understand the exact words and phrases that best convey your message and drive engagement.
Assess the effectiveness of the copy in your advertising campaigns by having respondents evaluate the text elements of your ads. Understand which aspects resonate with your audience and drive positive interactions for improved ROI.
Product Descriptions and Packaging
Gather feedback on product descriptions, labels, and packaging. Learn which words and phrases capture the interest of potential customers and whether they convey the desired product attributes.
Website and User Interface (UI)
Evaluate the user-friendliness and effectiveness of website content and UI elements. Have users highlight the website copy they find most appealing or the text they find confusing to identify areas for improvement.
Messaging and Taglines
Test different messaging options, slogans, or taglines by having respondents highlight the elements they find most compelling. This can help refine brand messaging and positioning.
Assess educational materials, textbooks, or e-learning content to determine which sections are most engaging and informative for learners.
Compare your marketing content with those of competitors. Ask respondents to highlight elements they prefer to better understand how you stack up against your competition and find ways to gain a competitive advantage.
Evaluate promotional materials for events, conferences, or seminars. Identify elements that encourage attendance and effectively convey event information.
What are the Benefits of Using a Text Highlighter Question?
Reveal In-Depth Insights
Text Highlighter questions allow you to gather detailed, qualitative insights into how respondents engage with and react to your copy. It goes beyond simple ratings or comparisons and provides a deeper understanding of the specific text elements that resonate most with your target audience.
Increase Emotional Engagement
Text Highlighter questions can shed light on the emotional responses to your copy. You can identify which parts of the text evoke positive or negative emotions, allowing you to fine-tune your messaging according to your intent.
Personalize Your Content
Insights from Text Highlighter questions can inform content personalization efforts, allowing you to tailor messaging and recommendations to specific buyer personas.
Align Your Content Strategy
Ensure that your copy aligns with your overall content strategy and brand messaging by focusing on elements that get attention, capture interest, and drive engagement.
Clarify Your Messaging
Evaluate whether your copy effectively conveys your intended message. Have respondents highlight sections of text they find difficult to understand so that you can ensure your intended message makes it through.
Identify Key the Elements of Success
With text highlighter questions you can easily identify the words and phrases in your copy that capture the most attention. This helps you pinpoint the most compelling and effective parts of your content.
Feedback from Text Highlighter questions enables iterative content improvement. You can make data-driven adjustments to your copy, messaging, or design elements based on audience preferences and reactions.
Get Better Content Insights with SightX
The SightX platform is the only tool you'll ever need for market research: a single, unified solution for consumer engagement, data collection, advanced analysis, and reporting. While powerful enough for insights teams at Fortune 500 companies, the user-friendly interface makes it simple for anyone to start, optimize, and scale their research.
Plus, with SightX's research team, you can gain access to the best thinking in the insights field. Our in-house experts will guide you through every step in the market research process, from survey scripting to analysis support, and everything in-between.
If you're ready to dive into market research, get started today for free!
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