Optimizing Open-Ended Questions for Advanced Research: Design surveys to extract deeper, more actionable insights
WATCH ON DEMAND
Open-ended questions are the lifeblood of high-quality research — but not all open-ended questions are created equal.
The way you structure open-ends can mean the difference between a vague, meandering response and a goldmine of actionable insight that blows your stakeholders’ minds.
This on-demand webinar gets into the nitty-gritty of designing open-ended questions for both bespoke research and tracking studies. We’ll dig into how to craft effective question frameworks, use dynamic probing to get richer responses, and apply cutting-edge text analytics to extract meaningful patterns—without drowning in unstructured data.
No matter how good AI analysis gets (and ours is darn good), it all starts with exceptional design! You’ll walk away ready to design and deliver more value from open-ended analysis:
✅ Tweaks to question structure that maximize data richness and interpretability
✅ AI-enhanced text analytics: making sense of mountains of qualitative data
✅ Optimized question design for both longitudinal research and custom studies
Covers best practices for Market Research and Customer Insights use cases you’ll apply over and over again:
🔹 Tracking Key Metrics Improved – Enhance NPS and CSAT with open-ends to reveal underlying sentiment and drivers.
🔹 Probing Deeper in Market Research – Follow-ups that will actually uncover the "why" behind ratings and categorical choices.
🔹 Narrative-Based Questions – Capture richer, more detailed feedback on product experience, brand perception, and customer journeys with these questions.
🔹 Unaided Awareness Studies – Assess brand recall and perception by leveraging text analytics to identify emerging themes.
Michiah Prull, Fathom CEO will share lessons learned processing hundreds of thousands of open-ended questions and millions of open-ended responses. Don’t miss your chance to benefit from all our learning!
As the CEO of Fathom, Michiah Prull leads one of the most advanced text analytics platforms in the industry, helping research professionals transform unstructured data into rigorous, high-impact insights. With a background in research agency leadership, Michiah has firsthand experience navigating the complexities of qualitative analysis. His expertise in AI-powered, human-guided analytics has enabled leading brands and agencies to accelerate insights, improve accuracy, and uncover emergent trends. In this session, Michiah will provide practical guidance on structuring open-ended questions for maximum analytical value.
Want to See Fathom Thematic Coding and Text Analytics in Action?
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