Optimizing Open-Ended Questions for Advanced Research: Design surveys to extract deeper, more actionable insights
JOIN WEBINAR
If you know you can (& should) do more with open-ended data.
And you know that it requires better design, not just great AI analysis (though we’ve got you covered there too). And are maybe looking over your shoulder because it seems like everyone is doing more with open-ends - this invite is for you!
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.
Join us to get 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
✅ Strategies for deploying smart logic and follow-up probes to enhance response quality
✅ AI-enhanced text analytics: making sense of mountains of qualitative data
✅ Optimized question design for both longitudinal research and custom studies
📅 Date: Tuesday, April 15, 2025
⏰ Time: 10PT/1ET
📍 Location: Zoom (of course
We’ll cover best practices for use cases you are likely to 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.
We’ve processed hundreds of thousands of open-ended questions and millions of open-ended responses. Don’t miss your chance to benefit from all our learning!
🔹 Gain insights into designing open-ended questions that yield high-quality, actionable data
🔹 Learn how AI+human guidance supports more rigorous and efficient open-ended research
🔹 Get a peak at FathomPro, the brand new feature set that provides even more custom control for you as the researcher
🚀 Secure Your Spot !
About the Speaker:
🎤 Michiah Prull, CEO of Fathom
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.
Can’t attend live? Register to receive the recording!
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