Open-ended responses that deliver real content
Online surveys have done a disservice to open-ended questions.
When surveys ask consumers to type an unaided answer, most respondents provide very limited feedback — if anything at all. Simply put, it’s easier for people to tell you what they think than to write it.
The solution? Video open-ends. Offer a slightly higher incentive to respondents for recording a short (60-second or less) video in response to the same question. The result is much richer data, including facial expressions, nuance — and real content.
Check out these sample open-ends and see for yourself.