One of the keys to creating a survey that really generates insight into customer needs is creating the right combination of open-ended and closed-ended questions. Each of these question types has its strengths and weaknesses. Open-ended questions allow for unexpected insights and freely expressed opinions, but nearly everyone agrees that as far as analysis goes, closed-ended questions are easier to interpret statistically.
For those who work in market research, open-ended questions are ideal, since they allow for the extraction of valuable and actionable insights that can be delivered to clients. But the resource involved in extracting insight from purely open-ended surveys can weigh heavily on a business. So what’s the formula for getting the most value out of surveys without over-investing resources?
In customer centric organizations, surveys are becoming more and more popular because they provide feedback that allow the company to extract conclusions to enhance their performance. But designing a questionnaire that answers all the research objectives stablished is a complex task.
Finding the right balance of closed- and open-ended questions in surveys
In customer-centric organizations, surveys are quickly gaining popularity as a tool for gaining extremely valuable feedback that allows companies to pinpoint what they need to do to improve performance. But designing a questionnaire that answers all the research objectives established is a complex task.
Closed-ended questions can increase response rate since they require less effort from respondents, but closed-ended questions cannot uncover details or elicit the kind of unexpected responses from customers that can be transformed into insights.
Open-ended questions, on the other hand, take more time to analyze because there are infinite possible answers, and responses can be very long. But the large amount of information generated by open-ended survey questions is invariably the source of valuable insights that can be transformed into actionable recommendations for clients.
When it comes to customer feedback, time is of the essence. Companies need to be able to respond with immediacy if they want to achieve high levels of customer satisfaction. Surveys that have exclusively open-ended questions take far too long to analyze. This limits the capacity of businesses to swiftly analyze and turn feedback into insights fast.
The most advisable approach to customer surveys is therefore a balance of both types of questions, using open-ended questions when there is a need to research customer behaviors and attitudes.
How to quickly gain insight from unstructured data
A quick search for the term “open-ended questions” on the Internet pulls up a wealth of articles recommending that companies try to use open-ended questions on a small sample, since most companies don’t have the resources to analyze large volumes of unstructured text-based data.
But what if the company has a large volume of data? Wouldn’t it be better to use all the data to arrive at conclusions that are more accurate and statistically valid across a large group?
Sentiment analysis tools make it possible to extract overall trends, opinions and customer’s feelings from large volumes of survey responses while spending a fraction of the time and human resource involved in getting from raw data to insights.
We’ve built a tool that allows companies to quickly turn open-ended survey responses into real actionable insights about customers with no analytics skills required. Watch this video to see Bitext CX in action.
- First we show you an Excel file with the data already collected
- Then how to import the data file to our CX tool and the steps to follow
- Lastly you will see how easy to interpret is the final output