Pairwise Comparison
Stop guessing which one wins.
Let real people decide.
King-of-the-Hill, head-to-head rounds across 2-12 options. People pick a winner, round after round, until you know what wins - backed by a full survey underneath, not just a click counter.
Two options. One winner. Next round.
A King-of-the-Hill format - the current champion stays on to face the next challenger, round after round, until every option has been tested against a winner.
Screenshot: Pairwise Comparison round in progress
Randomized, or league-based.
Every Pairwise Comparison section is configured as one of two formats.
Screenshot: Randomized round setup
Randomized
A single flat knockout across all your options - the straightforward choice when every option is its own independent concept.
Screenshot: League-based round setup
League-based
Groups similar variants together to compete internally first, so near-identical options don't knock each other out early - then advances each group's winner to a final round.
Bringing fun to the survey.
No rating scale to calibrate, nothing to type - just look at two options side by side and pick the one that wins. The choice registers instantly, and the winner stays on to face the next challenger.
That simplicity is what makes it feel more like a quick game than a survey question - respondents can get through several rounds in the time it'd take to answer one open-ended question, so you learn more without asking for more effort.
Screenshot: A live round, ready to tap
Playful on the surface. Rigorous underneath.
Rating scales compress the differences that matter - ask people to rate several options independently and most land in the middle, and the gap between your strongest and weakest direction shrinks into noise.
A forced head-to-head choice never asks for an absolute judgment, only a relative one - which one wins, right now. That's a more reliable signal to build a decision on, and it just happens to feel like a quick game instead of a chore.
Read the full tournament testing guideStop debating. Start testing.
"I like version A."
"I think version B feels more premium."
"Our client prefers C."
Those are opinions.
What if you could ask the people who matter?
Not just UX - any creative direction
Explore the rest of the platform
Ready to find out which one wins?
Don't argue about it. Test it.
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