Open-ended questions are broad and can be answered in detail. For example, "What do you think about this product?" Open-ended questions help you see things from a customer's perspective as you get feedback in their own words instead of stock answers.

Data from these questions is usually qualitative, although themes may arise that provide quantitative data too — for example, by using a semantic analysis tool to bring out the recurring themes. Other ways to analyze open-ended questions are using spreadsheets, viewing qualitative trends, and spotting elements that stand out with word cloud visualizations.