When designing a survey, most questions follow a familiar pattern – “How satisfied are you?” or “Would you recommend our product?” But what if you asked, “What would you do if our product could fly?”
Instead of routine responses, you’d get fresh perspectives and deeper insights.
That’s what can give you hypothetical questions. They can make surveys more engaging, encourage problem-solving, and reveal what people truly think. They also prompt clarification, helping you understand the reasons behind the answers.
In this article, we will show you how hypothetical questions can transform your surveys into powerful tools for insight, creativity, and fun. We will explain what such questions are, what their types are, and how to create them and don’t waste your time.
Let’s get into it!
Why hypothetical questions are a survey game-changer
Most survey questions aim for direct answers – preferences, satisfaction levels, or yes/no responses. But hypothetical questions take things a step further. Yes, they capture opinions, but they also reveal thought processes, priorities, and unexpected insights.
Traditional surveys are less attractive and can feel like a job. “Rate us 1–5” gets old fast and makes respondents start waiting for the end. On the other hand, hypothetical questions can make your survey more compelling and encourage users to complete it. You can ask, “What would you do with a million dollars from us?” to grab attention, pose possibilities, and see how people prioritize money, loved ones, your products, etc.
These questions provide a low-pressure way to gauge opinions and reactions without demanding hard facts. They’re like a friendly nudge that invites respondents to imagine scenarios and respond with their gut.
For survey creators, this is pure gold – it’s a test of creativity, a peek into assumptions, and a chance to address what your audience secretly wants. Think of it as a hypothesis generator: “What if we asked this?” could lead to your next big idea.
Use hypothetical scenarios to boost problem-solving skills
The right survey software should collect data and uncover solutions. Hypothetical scenarios take this further by turning passive responses into active problem-solving.
Instead of asking, “Are you satisfied with our app?” you might ask, “If our app failed during a critical job, what would you do?” The first reaction might be frustration, a switch to a competitor, or a call to support. Each answer gives you real insight into how customers think under pressure – and let you prepare for real-world implications.
This is where hypothetical questions prove their value. They create a risk-free space to test solutions before problems arise. No real app crashes, no frustrated customers – just raw, unfiltered responses. Research from Harvard Business Review backs this up: scenario-based thinking strengthens decision-making, and surveys can tap into that power. For instance, “How would you handle a delivery delay?” doesn’t just identify pain points—it reveals how your audience problem-solves in real time.
Even in product interviews, these questions matter. Asking, “What if this feature didn’t exist?” helps pinpoint what’s essential. Instead of a star rating, you get clarification on how users would adapt. That’s data you can’t buy – but you can ask for.
And the benefits go beyond customer feedback. Hypothetical questions can also help internal teams sharpen their own decision-making. Running a survey with “What would you do if our biggest competitor launched the same product tomorrow?” could spark discussions that lead to proactive strategies.
When used right, these scenarios drive smarter business moves.
Types of hypothetical questions for surveys
Not every hypothetical question works for every survey. Some lighten the mood, others dig deep. The key is knowing which type to use and what it reveals. Here’s a breakdown of the most effective categories and how they can elevate your surveys:
1. Customer survival scenarios
Question: “If you were stuck on Earth with only our product, how’d you use it?”
This type of question tests practicality and creativity. One person might say, “I’d trade it for food,” while another finds an unconventional use, like building a shelter. These responses show how customers perceive your product’s real-world value beyond its intended purpose.
Takeaway: See how qualified your product is for real needs. Uncover creative angles for positioning and messaging.
2. Feature trade-offs
Question: “If we removed one feature to save money, which would you choose?”
This question uncovers priorities and pain points by forcing respondents to make a tough choice. Their first reaction reveals which features they consider essential and which they could live without. If many choose the same feature to cut, it might indicate low engagement or an opportunity to refine it.
Takeaway: Identify what keeps users loyal – and what might make them leave. Use this insight to refine your offerings.
3. Dream big prompts
Question: “If our software could do anything, what would it be?”
This question taps into wishes and wild ideas and reveals what customers truly want – without limits. Some answers might sound unrealistic, like “I want it to fly my team to meetings!” But within those big ideas are real needs, like better collaboration or time-saving automation.
Takeaway: Discover what customers dream of. Use their ideas to shape your next update.
4. Crisis mode
Question: “If our service failed with a major update, how would you respond?”
This question measures trust and resilience by revealing how customers react under pressure. Some might say they’d wait it out, while others would immediately switch. Their responses can highlight communication gaps, support expectations, and potential risk factors.
Takeaway: Anticipate how users handle disruptions. Strengthen trust with clear contingency plans.
How to craft hypothetical questions for surveys
So, you’re sold on hypothetical questions. How do you write them without sounding like a sci-fi novelist?
Here’s a step-by-step process to nail it:
- Know your goal. Are you testing loyalty, sparking ideas, or gauging reactions? Clarify this first.
- Keep it simple. “What if our app crashed?” beats “What if a meteor hit our servers?” (unless you’re NASA).
- Make it fun. “If our tool gave you superpowers, what would they be?” beats “Rate our speed.”
- Follow up. Pair it with “Why?” to complete the thought. Open-ended answers are your friend.
- Test it. Run a small survey to see if it works. Tweak based on responses.
In this way, your questions will provide clear insights and still keep respondents engaged.
Real examples of hypothetical questions in survey software
Survey software thrives on hypothetical questions. Here are areas where they can really work:
- Product development – “If we could X, what X would you Z?” skips the guesswork and leads to features people want.
- Customer support – “What if we weren’t here – how’d you solve this?” reveals self-service gaps.
- Engagement – “If you could redesign our dashboard, what’s first?” turns a dry poll into a conversation.
Check out these examples:
A food delivery app asks, “If we could deliver to Mars, what food would you order?” It’s a playful question, but the responses – like “Always pizza!” still demonstrate some insights. Users stay engaged while indirectly sharing their top choices, favorite cuisines, or delivery expectations.
Consider also a furniture brand that asks, “If your couch could do anything besides seating, what would you want?” Someone might say, “Turn into a bed,” while another joked, “Make me coffee in the morning.” Beyond the humor, these answers highlight real desires too – multi-functionality, convenience, and comfort.
5 hypothetical questions to supercharge your next survey
Ready to test this out? Here are five hypothetical questions to try:
- “If our product cost zero money, how would you use it daily?”
- “What if our support team vanished – how’d you solve an issue?”
- “If you could fly one feature to the top of our list, what’s it?”
- “What if we failed to deliver on a date – what’s your reaction?”
- “If our software ran your career, what job would it pick?”
Common mistakes when using hypothetical questions in surveys
If you don’t want to confuse respondents or lead to meaningless data, check out common mistakes to avoid:
- Being too vague – “What if something bad happened?” What bad thing? Clarify the situation.
- Overloading – One hypothetical question per survey is plenty. Don’t end with a 10-page hypothesis.
- Ignoring results – If they say, “I’d fly away if X happened,” don’t just nod – act on it.
See? Hypothetical questions only work if they’re clear, focused, and lead to real action. Otherwise, they’re just noise.
Make hypothetical questions a part of your survey toolkit!
Hypothetical questions can understand your audience, boost problem-solving skills, and make surveys a complete solution. They challenge assumptions, provide fresh ideas, and turn dull forms into engaging scenarios.
Next time you’re building a survey, don’t just ask – pose a “what if” and see where it takes you. Your respondents will stay engaged, and your data will be richer for it.
With our online survey tool, SurveyLab, you can design smarter, more interactive surveys that deliver real insights.