Question Set
A question set is the fixed list of questions you ask AI tools again and again to see how often they name your business. Some tools call it a prompt set. After a 2026 study with Gumshoe, SparkToro concluded that the share of runs naming a brand, over dozens to hundreds of prompts asked several times, is a reasonable measure.
Source: SparkToro, NEW Research: AIs are highly inconsistent when recommending brands or products; marketers should take care when tracking AI visibility (Rand Fishkin, January 27, 2026), checked October 29, 2026
What Question Set means for your business
SparkToro's study also found that people with the same goal wrote their questions in very different words. So we'd put a few phrasings of each buyer question in the set, not one tidy version.
In our Maui vacation rental study, we asked ChatGPT 36 questions three times each and published every one of them, so anyone can run the same set again and compare.
We'd write the set down before the first run and then leave it alone. When your services change, add questions, but keep the old ones running, or the trend line breaks. Ask each question more than once per check, because one answer is one sample.
If you'd like your buyers' questions asked every month and reported as a share of runs, our monthly AI answer check is how we do it.
Last reviewed October 29, 2026. All terms
How AI answers it today
On October 29, 2026, both answered only in the school and survey sense, a group of questions for a quiz or questionnaire. Google's AI Overview cited a YouTube video and a thesaurus site, ChatGPT cited nothing, and neither mentioned tracking AI answers.
Our run through ChatGPT and Google's AI Overview, October 29, 2026. A sample, not what every buyer sees.
Related terms in measurement
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