Likert Scale Template

The Likert scale is a response scale that goes from five to seven points, asking the customer or interviewee to agree or disagree with a statement. The scale presumes that the intensity of someone's attitude or opinion is linear, going from strongly agree to strongly disagree, and assumes that attitudes can be measured.

Likert data can be a reliable source of information about people's attitudes, as long as you are aware of the tendency for people to agree with statements. For example, each of the five (or seven) responses can be counted in terms of how often a sentiment is expressed, or given a numerical value that measures the attitude being explored.

To reduce the impact of this bias, researchers can ...

• Questions should be phrased as statements: If you present customers with facts, you can learn more about different aspects of your business. The score averages can help you track customer satisfaction over time and work to improve it.
• Be sure to consider both positive and negative statements when making your evaluation, in pairs, for consistency: One-off sentiment measurements might not give you an accurate picture of customer opinion. Try measuring customer sentiment in multiple instances to see if there is agreement, disagreement, or neutrality.

When to use Likert scale

A Likert scale can measure statements of agreement from researchers across disciplines, such as UX, marketing, and customer experience.

The scale can also be used to measure:

• Agreement: Strongly agree → strongly disagree
• Frequency: Often → never
• Quality: Very good → very bad
• Likelihood: Definitely → never
• Importance: Very important → unimportant

If you want to get a more accurate measurement of everyone's responses, it's worth asking them to agree or disagree with multiple statements. You can then combine or average a person's responses.

It's easy to make your own Likert scale. FigJam's whiteboard tool is the perfect canvas to create and share them. To get started, select the Likert Scale Template, then follow these steps to make your own

1. Decide what you’d like to measure on your Likert Scale. When creating your FigJam Board, be sure to consider what can be measured on a scale of opinions, attitudes, feelings, or experiences. Your customers should be able to see two clear extremes (positive and negative) and a neutral midpoint.
2. Create or edit your Likert Scale Indicator statements or questions. The scale is most effective when you're trying to uncover customer insights that can't be gleaned from a single response. For instance, a customer might say, "I'm overwhelmed by the number of items on the takeaway menu." What the customer is really feeling is a sense of anxiety. Each statement or question is designed to uncover these deeper emotions.
3. Decide on Likert response scales. The simplest and clearest way to do a rating scale is to use a 5-7 point scale. Anything outside of that range can make the scale hard to read. Keep the language simple and use different categories such as “Agree-Disagree” “Helpful- Not Helpful” “Always-Never”. You can add or delete sticky notes with points and categories as needed.
4. Pre-test with your team. Share your FigJam Board with your team to get feedback on any unclear questions, awkwardly worded statements, or duplicate categories. Ask your team if every element on the scale is useful for gathering actionable feedback. If not, revise or delete that element.
5. Test (and re-test) as needed. Invite participants to your FigJam Board and ask them to respond to each statement or question using dot voting. Try to keep data collection refined over time by starting with a small group that represents a larger one. Get user feedback to expand your point scale and category language.
6. Organize and import Likert Scale survey results visually from other sources. You can import survey results into your FigJam Board so that you can share and review them with your team.