The hesitation behind the click.
A fast, confident answer and a reluctant one can look identical on a results table. Brand Perception records how long each question took to answer and how many times the pick changed before it settled, so you can tell the difference.
Why timing matters for brand testing
A logo comparison question with a 1.5-second average answer and zero switches is a genuinely obvious call. The same question averaging 9 seconds with respondents flipping their answer back and forth is a real toss-up, even if the final tally looks identical. Standard survey tools throw that difference away the moment the response is recorded. Brand Perception keeps it.
What gets measured
- Time to answer, from question shown to answer submitted, per question, per respondent
- Switch count on choice and scale questions, how many times the selection changed before it was locked in
- Aggregated patterns surfaced automatically in the AI report, not buried in a raw export you have to dig through
How it shows up in results
Timing data lives alongside every answer in the results view, and the AI report calls out questions where hesitation was unusually high or low across the whole response set. It's a supporting signal sitting on top of the real counts and percentages, which are always shown first and never replaced by narrative.
About response timing
Does timing slow the respondent down?
No. It's captured automatically in the background from when a question appears to when it's answered. Nothing extra to fill in.
What counts as a "switch"?
Changing a choice-based answer before moving on, for example picking option A, then B, then back to A. Each change increments the count.
Is timing shown per respondent or aggregated?
Both. The results view shows per-response detail, and the AI report calls out patterns across the whole set, like a question with unusually high average hesitation.