Digital questionnaire

A simple yet impactful digital questionnaire that provides a detailed prediction of the audience’s marital future.


To generate interest in their divorce insurance product, ESL needed our help developing a viral digital questionnaire.


The digital questionnaire is a Divorce Probability Calculator. The user is asked 20 questions about their life and relationship status and, using formulae primarily based on information gathered in face-to-face interviews with over 23,000 people and over 100 other publications, the calculator can predict the outcome of their marriage to within 87% accuracy.

The design was kept simple – sketchy characters, intended to be as inoffensive as possible. Because the calculator was supposed to be a bit of fun although the topic is quite important, we wanted bright, bold colours and fun imagery to keep the questionnaire light hearted.

Built using Actionscript 3, the questionnaire consists of animated slides with multiple choice answers. The user is initially asked to confirm their gender, which switches the look and feel of the following questions according to the response.

As the user clicks through the digital questionnaire, it registers a score against their answer. On completion of the questionnaire, the user is given their score and emailed a detailed prediction of their marital future based on that score.

Thomson Reuters

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