Named after psychologist Rensis Likert, Likert scales are a popular type of survey rating scale used to measure attitudes, opinions and experiences. Rather than forcing respondents to choose a simple ‘Yes’ or ‘No’, a Likert scale gives them a range of graded responses so you can understand both what they think and how strongly they feel.
Likert scales are widely used in customer surveys to measure things like satisfaction, agreement, importance, quality, frequency and likelihood.
In this post, we’ll look at:
- What a Likert scale is
- How a Likert scale works
- The various types of Likert scale
- What you can measure with a Likert scale
- Advantages and disadvantages of Likert scales
- 20 sample Likert scale questions
- How to analyse your answers
- Likert scale FAQs
What is a Likert Scale?
A Likert scale is a survey rating scale that asks respondents to choose the response that best represents their attitude, opinion or experience. Responses typically range between two opposing points, such as ‘Strongly agree’ and ‘Strongly disagree’ or ‘Very satisfied’ and ‘Very dissatisfied’.
You have almost certainly encountered a Likert scale, even if you did not know it had a name. It is a standard format for quick check-ins after a customer service call, a hotel stay or a repair. Beyond customer service, it is also widely used in psychology and research to measure attitudes, perceptions and behaviours.
Instead of forcing respondents into a binary choice, a Likert question offers a range of options and asks people to pick the one that best matches how they feel. With a five-point Likert scale, for example, someone can express different levels of satisfaction or agreement, including a neutral response where appropriate.
Likert scales are well suited to turning opinions into quantitative data you can track over time. They are less suited to explaining those opinions: a score can tell you that something is wrong, but not necessarily why. That is why the most useful Likert surveys often pair a simple scale with a follow-up question.
What is an Example of a Likert Scale?
The classic five-point Likert scale is the natural starting point. It has been the most widely used format since Likert introduced it in 1932, largely because everyone already knows how it works. Answers typically run from ‘Strongly agree’ to ‘Strongly disagree’, with graded options in between.
A typical Likert scale question looks like this:
How satisfied are you with the service you have received from [brand, department, service agent]?
The respondent might be offered this 5-point Likert scale from which to select a response:
- Very satisfied
- Moderately satisfied
- Neither satisfied nor dissatisfied
- Moderately dissatisfied
- Very dissatisfied
The neutral midpoint matters. It gives respondents who genuinely have no strong view a way to say so honestly, rather than pushing them towards a verdict they do not hold.
You can extend to a 7-point Likert scale or a 9-point Likert scale if you need finer gradations, but we would advise caution: every option you add increases the effort of answering, and effort is what causes drop-outs. Start with a 5-point Likert scale, and use follow-up questions to add depth where you need it.
Should You Use a 5-Point or 7-Point Likert Scale?
A 5-point Likert scale is simpler and quicker to answer, while a 7-point Likert scale provides more granular response data. The best choice depends on how much detail you need and how easy you want the survey to be to complete.
A 5-point Likert scale is a good choice for straightforward customer feedback and quick pulse checks. With fewer options, respondents can understand the scale quickly and choose an answer without having to distinguish between very similar responses.
A 7-point Likert scale provides more room for subtle differences in opinion. This can be useful when greater precision is important, particularly in research where respondents may need to express more nuanced attitudes.
There is a trade-off. Adding more response options gives people more ways to express their opinion, but it also makes the survey slightly more demanding to answer. For simple customer feedback, fewer clear choices combined with a follow-up question can often provide more useful context than adding extra points to the scale.
Even vs. Odd Likert Scales – What’s the Difference?
The difference is whether you allow a neutral answer. An odd scale (5, 7 or 9 points) has a midpoint, which lets people be honest when they are unsure or genuinely indifferent. Since Likert scales were first introduced, there has been a lot of research into the optimal number of multiple choice answers. It has been argued (Garner (1960)) that more response options maximise the amount of information gathered, while other research has indicated that seven response options can be optimal.
An even scale, such as a four-point Likert scale or a 6-point Likert scale, removes the middle ground. These are often called forced-choice scales because respondents must lean one way or the other. Combined with a follow-up question, this can help uncover more actionable insight.
When to Use a Likert Scale?
Use a Likert scale when a binary choice will not capture what you need to know. A dichotomous questionnaire works for gathering facts; Likert scales are the better choice when the answer sits somewhere on a spectrum.
Consider the difference in practice. Ask a customer whether they are happy and many will say yes out of politeness. Ask a likelihood Likert scale question instead – “How likely are you to shop with us again?” – and you get a more detailed reading of where you stand. This is the same principle behind Net Promoter Score surveys, which look past in-the-moment satisfaction to long-term loyalty.
The same applies internally. Rather than asking employees whether they have what they need, use a confidence Likert scale and ask them to rate the statement “I feel confident using the new software”. Low scores can help identify where additional training or support may be needed.
The Pros and Cons of Likert Scales
Likert scales are an efficient way to take the temperature of your respondents, but they have limitations. The table below weighs the advantages against the drawbacks, so you know what your data can and cannot tell you.
| The Advantages | The Disadvantages |
| Simple and straightforward: Likert questions and answer options fit into any survey, and respondents understand them without instruction. | Limited depth: With a fixed set of answers, a Likert scale will not always capture the full attitude or opinion behind a response. |
| Data-ready: Quantifiable answers support statistical analysis, reporting and visualisation. | Influence of context: A respondent’s answer can be swayed by the questions that came immediately before it. |
| Familiar: Most people have completed Likert surveys before, so there is no learning curve to depress your response rate. | Avoidance of extremes: Some respondents shy away from the strongest options, even when those options are the accurate ones. |
| Room for nuance: They record a range of opinion rather than a black-or-white ‘Yes’ or ‘No’. | A hiding place for indifference: Offer a midpoint and some respondents will sit on the fence rather than take a position. |
What Can You Measure With a Likert Scale?
Likert scales can measure attitudes, opinions and experiences that fall somewhere on a spectrum rather than having a simple yes-or-no answer. Common measurements include satisfaction, agreement, importance, quality, frequency and likelihood.
Before building your survey, decide exactly what you want to measure. Your question and response options should measure the same thing and provide a balanced range between two opposing points.
Satisfaction
A satisfaction Likert scale measures how happy or unhappy someone is with a product, service or experience.
Example question: “How satisfied were you with the support you received?”
- Very satisfied
- Satisfied
- Neither satisfied nor dissatisfied
- Dissatisfied
- Very dissatisfied
Agreement
An agreement Likert scale measures how strongly someone agrees or disagrees with a statement. This is one of the most common ways Likert scales are used.
Example statement: “The support team resolved my issue quickly.”
- Strongly agree
- Agree
- Neither agree nor disagree
- Disagree
- Strongly disagree
Importance
An importance Likert scale measures how much a product feature, service, issue or other factor matters to the respondent.
Example question: “How important is 24/7 customer support to you?”
- Extremely important
- Very important
- Moderately important
- Slightly important
- Not at all important
Quality
A quality Likert scale asks respondents to evaluate the perceived quality of a product, service or interaction.
Example question: “How would you rate the quality of the service you received?”
- Excellent
- Good
- Average
- Poor
- Very poor
Frequency
A frequency Likert scale measures how often an event, experience or behaviour occurs.
Example question: “How often do you contact our customer support team?”
- Very frequently
- Frequently
- Occasionally
- Rarely
- Never
Likelihood
A likelihood Likert scale measures how likely someone is to take a particular action in the future, such as buying again, returning to a service or recommending it to someone else.
Example question: “How likely are you to use our service again?”
- Very likely
- Likely
- Neither likely nor unlikely
- Unlikely
- Very unlikely
Whatever you measure, keep the scale balanced and make sure every response option relates directly to the question being asked. Avoid mixing different measurements within the same scale, such as asking about satisfaction but providing answers based on agreement.
20 Likert Scale Question Examples
A Likert scale can carry as many answer options as you like. In our experience, fewer is better. The less effort a survey demands, the higher your response rate – so make answering as effortless as you can.
Our recommendation: lead with key questions and a small set of clear answer options, then follow up with anyone who was unhappy to understand their experience in more depth. That sequence produces actionable feedback faster than a long questionnaire ever will.
The 20 examples below are grouped by category, so you can go straight to the section that fits your use case. Most use even, forced-choice scales, which push respondents towards a clear verdict; add a neutral midpoint if honest indifference is a result you want to capture.
Customer Satisfaction Examples
How satisfied were you with your in-store experience?
- Delighted
- Satisfied
- Dissatisfied
- Frustrated
The online store checkout process was straightforward.
- Strongly agree
- Agree
- Disagree
- Strongly disagree
It was easy to navigate the website to find what I was looking for.
- Strongly agree
- Agree
- Disagree
- Strongly disagree
What do you think about our online prices?
- Very happy
- Happy
- Not very happy
- Not happy at all
How important are the prices of our products to you?
- Very important
- Important
- Low importance
- Not important at all
How likely are you to recommend this product / service to friends and family?
- Very likely
- Likely
- Not likely
- Very unlikely
I will buy this product (use this service) again in the future.
- Very likely
- Likely
- Unlikely
- Very unlikely
Product Experience Examples
What was your level of satisfaction with our product(s) (or service)?
- Extremely satisfied
- Very satisfied
- Slightly dissatisfied
- Not satisfied at all
The product is manufactured from high quality components and materials.
- Strongly agree
- Agree
- Partially disagree
- Totally disagree
Please tell us how important the new features added to [product] are to you.
- Highly important
- Moderately important
- Low importance
- Not important at all
The user manual provided clear guidance on how to install and set up the application.
- Completely agree
- Mostly agree
- Slightly disagree
- Completely disagree
How helpful are the instruction videos provided on our website?
- Extremely helpful
- Somewhat helpful
- Not very helpful
- Not helpful at all
How important is the product warranty to you?
- Very important
- Important
- Low importance
- Not important at all
Service & Event Feedback Examples
How would you rate your recent customer service call?
- Exceptional
- Good
- Fair
- Poor
To what extent did our customer service team meet your expectations?
- Significantly exceeded expectations
- Met expectations
- Did not meet expectations
The conference speakers were knowledgeable and informative.
- Strongly agree
- Agree
- Slightly disagree
- Totally disagree
How satisfied were you with our new menu?
- Very satisfied
- Reasonably satisfied
- Slightly dissatisfied
- Very dissatisfied
[Brand / organization] invests time and effort to keep employees updated with changes.
- Strongly agree
- Agree
- Disagree
- Strongly disagree
How often do you seek assistance from customer support?
- Very frequently
- Occasionally
- Rarely
- Never
Please tell us how important it is for us to provide 24/7 customer service.
- Essential
- Important
- Low importance
- Not important
How Do You Analyse Likert Scale Data?
Likert scale data is ‘ordinal’: you can tell that one score is higher than another, but not by how much. The gap between ‘Strongly agree’ and ‘Agree’ is not a measurable quantity, which means the data needs slightly more careful handling than it first appears. Four practical approaches:
- Treat averages with caution
Tagging each answer with a number does not make those numbers valid scores to add up – there is no meaningful average of a smiley face and a frowny face. An average of ordinal data can mislead more than it informs, so do not lean on it as your headline figure.
- Focus on the mode
The mode is the answer that appears most often, and it is the quickest reliable way to see how the majority of your respondents feel. It is also robust: unlike an average, it cannot be dragged around by a handful of extreme answers.
- Use bar charts
A bar chart shows the mode at a glance (the tallest bar) alongside the spread of every other answer. It is also the right format for presentations, since an audience can read the overall picture instantly.
- Put your data in a table
Bar charts are for viewing at a glance; tables are for digging deeper. Tabulating results lets you compare groups side by side – whether your support team is scoring higher than your sales team, for instance – and shows quickly which areas are performing and which need attention.
(Post last updated October 1, 2026)
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Adding a follow-up second question is straightforward too, so you can capture the ‘why’ behind any answer that needs one. A trial account is free, with no payment details required. Complete the form below to send your first survey today.
Likert Scale FAQs
What is a Likert scale in simple terms?
A Likert scale is a survey question that offers a range of answers between two contrasting extremes, such as ‘Strongly agree’ and ‘Strongly disagree’, rather than a plain ‘Yes’ or ‘No’. The respondent selects the option that best matches their experience or opinion, and the graded answers in between the extremes provide the middle ground.
What is a 5-point Likert scale example?
A 5-point Likert scale is a survey question with five answer options: two extremes, a neutral midpoint, and two balanced options in between. For example:
“My customer assistant was friendly and helpful when dealing with my issue”
- Strongly agree
- Somewhat agree
- Undecided
- Somewhat disagree
- Strongly disagree
Is a 5 or 7-point Likert scale better?
A 5-point scale is better for most business feedback; a 7-point scale is better for research. The 5-point format is fast to complete and produces clean, easy-to-read data, which is what everyday customer and employee surveys need. A 7-point scale gives respondents more room to be precise and can track small shifts in opinion that a 5-point scale would miss, which makes it the stronger choice for research and psychological studies.
What are Likert scale questions used for?
Likert scale questions are used to measure attitudes, opinions, behaviours and experiences – anything that sits on a spectrum rather than a binary. They are most commonly used to track customer and employee feedback on products, services and overall experience, and they also appear in psychological and clinical assessment. In each case the purpose is the same: turning subjective feelings into clear data you can track over time.
What are the advantages and disadvantages of Likert scales?
The main advantage of a Likert scale is familiarity: most people have completed one before, so they can respond without instructions, and the graded answers give you more insight than a ‘Yes’ or ‘No’ – you learn not just whether someone liked your product, but how strongly. The main disadvantage is that scores do not explain themselves. You can see that a customer was unhappy, but you will not know why unless you pair the scale with a follow-up question.
