Open-ended questions are great for getting raw, unfiltered thoughts and opinions from survey respondents. Rather than just providing a multiple choice answer or a rating, open-ended questions can clue you in to issues, features, or experiences you didn’t even know were on someone’s radar. They may also bring up points you’d have never thought to ask. That said, getting people to answer them in a meaningful way can be tricky; typically, people like the types of survey questions that don’t require much thought. So, we’ve put together ten easy ways to get respondents to answer open-ended survey questions.
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Using Open-Ended Survey Questions
A simple example of an open-ended survey question would be, “How was your experience with us today?” It’s something you’ve probably been asked before yourself. You can see more examples of open-ended survey questions in our previous blog on the topic. And while open-ended questions provide a lot of insight, you’ve first got to get people to answer them! So, researchers often combine them with close-ended questions, such as multiple choice, rankings, or scales. For example, following a rating question, you might ask “What could we have done better?” You could even use survey logic (if/then statements) so that question comes up if they rate you a 7 or under; if they rate you an 8 or above, the question “What did we do right?” could be displayed.
Sometimes, researchers may not even be sure of what answer options they should use on a close-ended question. The answers respondents provide on open-ended questions can then inform multiple choice questions later on.
So is there a time not to use open-ended questions? Sure! Some instances may be:
- You need quick, strictly numerical data
- You’re conducting a short poll
- Your audience is low on time or motivation
- You’ve used too many (that can lead to survey fatigue)
Open-Ended Survey Questions: Quantitative or Qualitative?
Open-ended survey questions such as “Were you happy with the service you received?” are qualitative. That’s because they focus on the qualities of people’s experiences, thoughts, and feelings, not numbers of measurable amounts (those are quantitative, because they measure quantities, e.g., “Rate the service on a scale of one to ten.”) So, while a scale or multiple choice question tells you what they picked, open-ended questions tell you why they picked it.
It’s important to understand that you can turn qualitative answers into quantitative data. For example, If you code or categorize open-ended answers (e.g., 30% of respondents mentioned “friendliness” when talking about service), then you’re turning qualitative thoughts into quantifiable insights. This is called quantitizing qualitative data. Read more about qualitative vs. quantitative surveys.
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10 Ways To Increase Response Rates On Open-Ended Questions
Getting people to answer open-ended survey questions can be tricky since they require more effort than multiple-choice or rating scales. It’s important to know that open-ended questions have higher non-response rates compared to closed-ended ones. The Pew Research Center found that open-ended questions had an average non-response rate of 18%, with some questions reaching over 50%. They also report that questions requiring more thought or longer responses increase the likelihood of nonresponse. Pew’s analysis indicated that questions demanding multiple sentences had a median nonresponse rate of 18%, compared to 13% for one-word answers.
To help you improve your chances of getting responses on open-ended questions, we have ten tips.
1. Keep It Short and Sweet
Try to limit the number of open-ended questions. Getting respondents to answer one or two good ones is better than having them ignore 10 of them.
2. Be Specific With Your Question
Rather than simply ask, “Any other comments?,” be more specific with your prompt. For example, you may ask “What did you like most about your experience?” or “If we could improve one thing, what should it be?” This will help to focus respondents’ thoughts and reduce the mental effort that could cause them to drop out.
3. Use Thought Starters
This goes hand in hand with being specific. By providing thought-starters, you give respondents a starting point with which to focus their response. For example, you may include language like “Think about your most recent experience…” or “Think about your impression when you walked through the door. What stood out, good or bad?”
4. Make It Feel Personal
Impersonal questions tend to get impersonal responses, so use warm, human language. “We’d really love to hear your thoughts!” is going to elicit a better response rate than “Provide your thoughts below.”
5. Explain the Why
People like to know why they’re being asked questions and how their responses will be used. Let them know that their answers will help improve service, or will help determine features of a product in the future. State that you read every comment, and every comment is important.
6. Offer Incentives
If you really want to get open-ended responses, you might consider offering an incentive. A small reward such as a gift card, promotional offer, or a discount code can go a long way with respondents. There are some potential downsides to incentives, for example you could attract reward seekers who don’t care about answering questions honestly. So, weigh the pros and cons (we list them out in one of our blogs along with survey incentive ideas).
7. Optimize for Mobile
While close-ended questions usually go off without a hitch on mobile, open-ended questions can be tricker. If the box is small, the input is lagging, or the text runs off the screen, people will skip the question. Be sure your survey is optimized for mobile and that the text box is big enough and easy enough to use on phones.
8. Save Open-Ended Questions For The End
You should also place open-ended questions at the end of your survey. At that point, people are already invested in the survey. If you put them at the start of the survey, people may not even start it at all. Pew confirms this, stating that surveys starting with open-ended questions tend to have lower completion rates (83%) versus those started with a multiple choice question (89%).
9. Keep Text Boxes Small
If you have a large text box following your question, people can get intimidated, thinking they need to fill the whole box. Instead, keep the box small so it appears like a sentence or two is all they need to write. Make the box expand if they opt to type in longer responses. But don’t scare them right out of the gate!
10. Follow Up Thoughtfully
If you collect contact info, follow up with a thank you or acknowledgment. People like to know they were heard and will be more likely to engage in your surveys in the future if you take the time to respond to them.
Start Today With SurveyLegend
Ready to get some honest, open-ended answers to your survey questions? We’ve got you covered (Be sure to check out our blog on all types of survey questions we offer). SurveyLegend’s surveys are fun to create and fun to take, so we have a great track record when it comes to response rates on open-ended survey questions. Plus, we offer a wide variety of close-ended survey questions that can be used in conjunction with the open-ended ones. There are star ratings, emojis, NPS, sliders, and more. Our surveys are optimized for mobile, making the experience great for respondents, and you can choose to use single line text answers or larger text boxes. Get started today for free!
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Frequently Asked Questions (FAQs)
What kind of answers can you get from open-ended questions?
Responses may vary in length and clarity. Some will be thoughtful and detailed, while others may be brief or vague.
What if people skip open-ended survey questions?
It’s common for people to skip open-ended questions. You can make them optional or add a note explaining why their feedback is valuable. To increase engagement, make questions concise, warm, and specific.
Can open-ended responses on surveys be quantified?
Yes! This is called quantitizing qualitative data. It is accomplished through content analysis and categorization into themes or keywords, which can then be counted and analyzed.
