Introduction: The open-ended approach and the search for true behaviours
The background
Over the last five years the QuestionArts team at Lightspeed have been investigating the field of text analytics and open-ended questioning. Our aim has been to demystify some of the complexities associated with the task and push a more qualitative approach to quantitative research.
We have always seen a vast opportunity in a more open approach to survey design. Ultimately, close-ended questioning and constrained answer choices are designed for the convenience of the researcher, not the nuance of the research. An open-ended approach gives us the ability to...