I’d like to ask respondents the reason they chose an alternative compared to another. For example, they chose Brand X and not Brand Y. Generally, I’ve just piped in the option they selected but I’d like to frame the question in reference to a non-chosen alternative.
In my current study, the initial choice is a binary choice.
You can pipe unselected options into follow up questions. This article should be a good place to start:
Hope this helps!