> Resolution Research Blog

I love reading open-ended responses in survey data.  Answers given typically run the gamut from enlightening to absurd to brilliant to laugh-out-loud funny.  Most researchers will agree that the data from open-ended responses plays an integral role in the overall analysis, which is why it’s so important to continually train interviewers on the art of active listening, probing, and recording responses.  Oh my multi-tasking!  Sometimes it’s easier said than done, but there are a few basic concepts that I believe aid an interviewer in mastering this skill:

1. Relax.  You aren’t going to be able to really listen to what a person is saying if you’re uptight, thinking about upcoming or previous questions, worried that the respondent isn’t going to complete the full interview, wondering what to have for lunch…etc.  Just relax and give yourself to this person at this time.
    
2. Be Confident.  Sometimes respondents can be intimidating and it’s easy for an interviewer to clam up.  But it’s important for interviewers to remember how important their role is as the data collector.  Companies are relying on us (not to mention paying big bucks) to gather accurate and thorough information.  So be proud of your role in the process and have confidence in yourself and the research you’re conducting.
    
3. Make No Assumptions.  If you don’t understand an answer given, don’t assume that the person analyzing the data will.  You may not be an expert on the topic being discussed, but don’t let that stop you from asking respondents “please explain” or “what do you mean by that?”.  It’s typically better to have more information than not enough.
    
4. Think of Yourself as the Client.  In many cases, respondents tend to give brief answers to open-ended questions.  Those brief responses often contain clues that there is additional valuable information beyond that initial statement.  You should be listening for those clues and consider them opportunities to really get to the good stuff.  If you can think of yourself as the end client – put yourself in their shoes – it’ll be easier to recognize those opportunities and to capitalize on them.  If this was your customer, would you be satisfied with an answer like “…because I don’t do business with them anymore.”?  Nope – you’d want to know “Why?  What happened?” So do for the client as you’d do for yourself.    

There are a lot of market research firms out there - some great, some not so great.  One way to separate from the pack is to provide clients with quality data on open-ended questions.  Treat each interview as an investigation and consider yourself the lead sleuth!  Just another way to liven up your day a bit.  

This entry was posted on Thursday, March 12th, 2009 at 1:32 pm and is filed under Qualitative. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.