One of the questions I’m asked most often—especially by clients running CSAT surveys internally—is: “What scale should we use?” A 5-point? A 7-point? What about a 10-point for more depth?
I’ve worked with all of them. And the truth is, the answer depends on what you’re trying to achieve.
In my experience, the choice of scale isn’t just a design decision; it’s a strategic one. The scale you select can significantly influence the quality of insights you gather, the ease of analysis, and the actions you derive from the data.
The science of scale design: Start with purpose
Variance is everything
Scales are tools for measuring variance. Without variance, you can’t prioritize, segment, or track change. The more accurately you capture variation, the more useful your survey becomes.
Let the objective drive the scale
A quick pulse check? You don’t need 10 points. A strategic tracking study for enterprise clients? You absolutely do. Always match your scale to the level of insight your objective demands.
How much nuance do you need?
Are you looking for a high-level thumbs-up/thumbs-down? Or are you trying to capture subtle dissatisfaction across touchpoints? Your scale should reflect the level of detail you’re after.
Statistical flexibility matters
Longer scales like 7 or 10 points offer more variance—and that unlocks more advanced analysis. Want to do regression modelling or driver analysis? You’ll need a scale that gives you room to work.
Make sure it’s interpretable
Scales with clearly labelled points (like 5- or 7-point Likert scales) are easy for respondents to understand. But 10-point scales? They often don’t carry labels for each number—leading to interpretation bias.
Don’t ditch the neutral option
Some clients want to remove the neutral middle point, thinking it forces stronger feedback. I strongly recommend keeping it. People do feel neutral sometimes. Removing that option risks pushing respondents into false positives or negatives—and muddying your data.
Culture affects scale interpretation
In some countries, ‘1’ means ‘excellent.’ In others, it means the opposite. That’s why global surveys need carefully labelled or intuitive scales. While a 10-point scale may seem universal, it’s only as clear as your instructions and labelling.
Context matters: B2C vs. B2B
Let’s say you’re asking travellers in an airport to rate cleanliness—a simple 3-point smiley scale works. But if you’re surveying clients of an industrial engineering firm across regions and service lines, you need a scale that supports nuance, analysis, and trend detection. Simplicity isn’t always a virtue.
Scale | Best use case | Pros | Cons |
---|---|---|---|
3-point | Quick B2C pulse checks | Easy, fast, intuitive | Lacks depth; limited insight |
5-point | Simpler B2B or mid-scale surveys | Familiar; balanced labelling | May not offer enough variance |
7-point | B2B CSAT sweet spot | Nuanced, clear, analytically strong | Slightly more complex |
10-point | Advanced quant; tracking trends | High variance; detailed | Risk of bias; no labelling clarity |
Why I recommend the 7-point scale for B2B setups
For most B2B satisfaction studies, the 7-point scale consistently delivers. It strikes the right balance between detail and simplicity. It’s well-labelled, provides meaningful variance, and works across regions. Most importantly—it supports the kind of rich, reliable insights that decision-makers need.
Final thoughts
There’s no one-size-fits-all scale—but there is a best scale for your objective. Start with your goals, choose a scale that supports variance and interpretation, and remember: in B2B CSAT, clarity and nuance go a long way. That’s why we recommend the 7-point scale as a default starting point.
Attributions: Featured image by Biljana Jovanovic from Pixabay