# Rich text, media, and piping

Canonical page: https://www.questionpunk.com/support/survey-design-rich-text-media

Add images, videos, formatted text, and dynamic piping variables to your survey questions.

Time: 3-5 minutes

Level: Beginner

Audience: Researchers, Marketers, Educators

## Steps

### 1. Open the question editor

Click any question in the Build tab to open the editor. The question text field supports rich text formatting.

### 2. Add formatting

Use the toolbar to add bold, italic, links, and other formatting. This helps emphasize key terms or provide instructions.

### 3. Embed images and videos

Use the media embed option to add images or videos directly within a question. Great for concept testing, showing product mockups, or providing visual stimuli.

### 4. Use piping to insert dynamic content

Click the **Piping** button in the toolbar to insert dynamic variables into your question text. You can pipe in answers from previous questions (e.g., "You mentioned {{Q1}} — tell us more"), respondent metadata (city, country, browser), or system variables (current date, response ID). Transformations like UPPER, lower, and Title Case are available.

## Details

Rich text formatting makes questions clearer and more engaging. Use bold for key terms, links for reference material, and embedded media for visual context.

Images are especially useful for concept testing surveys where respondents need to react to visual designs or product screenshots.

**Piping** lets you insert dynamic content into question text. Reference answers from earlier questions using {{Q1}}, {{Q2}}, etc. to personalize follow-ups. Metadata variables (IP address, city, state, country, browser, OS, timezone, screen resolution) and system variables (current date/time, response ID, question count, answers so far) are also available. Apply text transformations (UPPER, lower, Title Case, Sentence case, word/character limits) to format piped values.

## Related articles

- [Question types guide](https://www.questionpunk.com/support/survey-design-question-types.md)
- [Design for better responses](https://www.questionpunk.com/support/survey-design-best-practices.md)