1、Core InsightsThe Essential Guide to Analyzing Open-Ended QuestionsPresented byDeeper Consumer Insights&Analytical Confidence1Introduction There are few,scalable substitutes for the nuance and detail that open-ended questions(a.k.a.“open ends”)deliver as part of research studies and customer feedback

2、.They help present a more complete picture of consumer attitudes,preferences and feelings,all without the bias of a priori answer options.In some cases,theyre critical to the research mission itself,as in unaided brand awareness and recall,or analysis of consumer reviews and comments.Insights from o

3、pen ends help:Complete the picture.Open-ended questions allow respondents to provide feedback that might not be possible using the close-ended questions alone,or give rationale or detail around a particular response,like a rating.Discover unexpected findings.Open ends generate surprising or unexpect

4、ed fjndings that werent considered in the programming of the study;Reveal emotional reaction.Open-ended text is a source of emotional reaction by consumers,providing the opportunity to understand not just what a customer is saying,but how they feel about it.Add color and narrative.Perhaps foremost,o

5、pen ends provide a source of consumer narrative,supported by the adage:“fact tell,but stories sell.”Deeper Consumer Insights&Analytical Confidence2Unfortunately many research and CX teams dont fully-utilize open ends as a source of statistically signifjcant insights,often relegating their use to a f

6、ew verbatim quotes to spice up their report,confjrming fjndings derived from the closed-ended,quantitative questions alone.The biggest risk of this approach of course is missing critical,“core”insights that are locked in the unstructured text data of open ends.For example,a leading food company woul