Yes, some of the answer choices can - and should - be customized based on your site’s purpose and goals. Additionally, you can add a custom question for segmentation. 


For example, if you have user personas that can be identified by a custom question, you can cross-tabulate that question with others in the survey. This VoC survey template provides more details on customization options. It’s important to note that questions that tie to the six dimensions of content effectiveness (see What are the dimensions of content effectiveness?) are not customizable as they are part of the scoring algorithm.