Combining numbers and perspectives: Using a Scale, Choice and Insight (SCI) approach for online survey research

There is limited methodological guidance on systematically integrating numerical-style responses with open-ended questions in online surveys. This paper addresses this gap by presenting the Scale, Choice and Insight (SCI) approach, which applies to both qualitative and mixed-methods research contexts. The SCI provides a framework for combining researcher-constructed Scale items, where participants Choose their responses immediately followed by linked, open-ended Insight questions within a single survey. This integrated design captures initial attitudes or priorities alongside the contextual participant reasoning behind them. The paper outlines the theoretical justification, practical implementation steps and an analytical framework for the SCI approach, with illustrated examples. By systematically linking structured data with qualitative explanations, SCI enhances methodological rigour, transparency and interpretative depth in online survey research.