There are so many good use cases for open-ended questions, and including them as part of your surveys can really increase the insight you can glean from your respondents. But:
Star ratings are an easy way to measure customer sentiment. But if that’s where you stop, you’re missing out on some rich data. Chances are that you’re sitting on an untapped source of data – the text of customer reviews and other open-ended feedback.
Why is it untapped? It’s complex, and it can be hard to know where to start, and hard to know what to do with all that new information you’ve just untapped.
Why is it worth the effort? It can give you insights that your number data cannot, and you can learn more about what your numbers mean. Even better, it can help you identify the things that will let you address multiple issues at once, because you’ll have more granular “why” data.
I cover two frameworks – sentiment analysis and thematic analysis – to get you started on tapping into this rich text data and figuring out what to do about it. If you’re into jargon, what I’m talking about is performing qualitative analysis on unstructured data.