How to write questions that best measure priorities and preferences? It's a common need: to understand customer priorities. For example, you may want to know which of 5 new color choices you should add next to your laptop case product line. Or maybe you want to know which of 6 local restaurants people see as most or least family-friendly? In this conversation, we look at two easy options that capture priorities without over-relying on over-used 5-point rating scales.