Variants define experimental arms at the version level: participants are randomly assigned across them, so you can compare, say, two framings of a stimulus or a 2×2 factorial design.
Variants vs conditions
- Conditions branch one participant’s path within a version based on their answers.
- Variants assign different participants to different versions of the study and balance assignment across them. This is the A/B (and factorial) mechanism.
Setting up
- Open the Variants section in the Builder.
- Define one or more factors, each with two or more levels (e.g. factor Headline framing with levels Neutral / Alarming).
- The study’s blocks reference the active level, so each arm shows the right content. Participants are split across the resulting cells.
Wording per arm
Many blocks let you reword their copy per variant, so an arm can show different text without duplicating the whole block.
Analysis
Each response is tagged with the arm the participant saw, and the exported dataset includes the variant/condition columns so you can compare arms directly.
Keep the number of cells small relative to your sample — every extra factor level multiplies the participants you need for adequate power.