The survey builder allows you to define an alternate label for an element that's used everywhere except the survey. This option is most often used for "recoding" or "relabeling" data.
To create an alternate label for an element, first select the question or answer option in Builder. In the options panel, click on the "More Options" dropdown menu and select "altlabel." The altlabel option will be added. Enter the alternative label that will appear in place of the survey label everywhere except the survey (e.g., in the Report).
To confirm the alternative label is in place, navigate to the report and run the desired report. The alternative label will appear for the element, as shown below.
This will not change the labels of the data downloads. If you want to change these labels, use the data layout manager.