Skip to main content

Open-Ended Questions – A Complete Guide

open ended question

Open-ended questions are invaluable for gathering meaningful insights. Unlike closed-ended questions that limit responses, open-ended questions allow people to answer in their own words. 

This gives them the freedom to provide more detailed and thoughtful responses, reveal attitudes and emotions, and share unexpected perspectives. 

In this comprehensive guide, you will learn what open-ended questions are, why they are so effective for research, how to phrase open-ended questions, where to use open-ended questions, tips for success with open-ended questions, etc

Whether you are conducting formal research or having an informal discussion, open-ended questions can help you explore topics more deeply, foster engaging dialogue, and develop nuanced understandings of people’s experiences and beliefs. 

Let’s get started.

What Are Open-Ended Questions?

Open-ended questions are questions that require more than a simple yes/no or one-word response. 

They are designed to encourage the respondent to provide an explanatory, descriptive answer using their own words. Unlike closed-ended questions that limit the response options, open-ended questions give people the flexibility to respond however they want.

Some examples of open-ended questions are:

  • How did you feel when you experienced that?
  • What factors influenced your decision to purchase this product?
  • Could you describe your typical day?

These types of questions cannot be answered with a pre-determined set of responses. They push respondents to think deeper and share more details, opinions, and examples in their unique voice.

In contrast, closed-ended questions limit the answer to a binary yes/no, a numerical rating, or a choice among several fixed options. For example:

  • Did you enjoy this product? (Yes/No)
  • On a scale of 1-10, how would you rate this experience?
  • What is your age range? (18-24, 25-34, 35-44 etc.)

While closed-ended questions can be useful in some cases, they do not gather the type of rich, descriptive data that open-ended questions produce. 

Open-ended questions give respondents the freedom to fully express themselves and take the conversation in new, unexpected directions.

Benefits of open-ended questions

1. Allow for Detailed, Expansive Responses

Open-ended questions allow respondents to provide much more detail and explanation in their answers. Unlike closed-ended questions that limit responses to a few words or a rating, open-ended questions give people the flexibility to fully express themselves.

  • Respondents can provide important context around their experiences, thought processes, and motivations. This gives color, texture and background to their answers.
  • They can offer detailed descriptions with vivid language, examples, and anecdotes that bring their responses to life. This creates a fuller picture.
  • Explanations are encouraged, allowing them to articulate their reasoning, describe causes and effects, and make connections. This provides greater logic and insight.

2. Reveal Deeper Insights About Thoughts, Feelings, Opinions

By giving respondents freedom of expression, open-ended questions reveal deeper insights about their perspectives, mindsets, and emotions.

  • They illuminate people’s internal motivations, fears, dreams, and beliefs that drive their behaviors and decisions. This provides a window into the psyche.
  • They uncover complex reasoning and weighing of pros and cons that led to conclusions. This highlights nuanced thought processes.
  • They give glimpses into emotional experiences and psychological influences beneath the surface. This builds empathy and understanding.

3. Promote Open Dialogue and Two-Way Communication

The flexible nature of open-ended questions allows for a smoother, more natural give-and-take conversation.

  • They facilitate an easy back-and-forth flow as respondents expand on ideas and the questioner asks follow-up questions.
  • Long pauses or awkward silences are prevented by the open-ended structure keeping the discussion moving.
  • Unexpected insights can organically arise through this open dialogue, rather than sticking to a rigid script.

4. Help Build Rapport and Trust

By giving respondents freedom to share, open-ended questions demonstrate genuine interest in their point of view.

  • This helps build rapport as respondents feel heard, respected and engaged.
  • It establishes trust and willingness to be vulnerable, facilitating more honest, thoughtful responses.
  • The questioner gains credibility by prioritizing the respondent’s complete perspective rather than fishing for certain answers.

5. Uncover More Information

Open-ended questions are ideal for gathering comprehensive information on topics where closed-ended questions would fall short.

  • In research, the flexibility allows discovery of unexpected themes, sentiments and behaviors.
  • In counseling, they permit clients to share anxieties and surface emotional needs on their own terms.
  • In interviews, they help build a complete profile based on real narratives rather than superficial data points.

The expansive nature of responses to open-ended questions contains insights and intelligence that other question types cannot reveal. This makes them invaluable for in-depth qualitative research across fields.

How to Phrase Open-Ended Questions

1. Use Interrogative Words

Forming open-ended questions using interrogative words like who, what, when, where, why and how is an effective strategy to elicit detailed, explanatory responses. 

These question words encourage people to provide more thoughtful answers beyond just yes/no or one-word replies. For example, asking “Why did you make that decision?” or “How did you feel when that happened?” pushes respondents to reflect more deeply instead of reacting instinctually. 

They have to describe their motivations, thought processes, emotions and experiences in order to fully answer the question. 

Phrasing open-ended questions without using interrogative words often enables respondents to get away with shorter, more closed responses. The interrogative wording forces them to delve deeper and share more.

2. Begin Questions With Phrases Like “Tell Me About…”

Inviting descriptive responses by beginning open-ended questions with phrases like “Tell me about…” or “Describe…” is another impactful technique. 

This wording establishes clear expectations that an extensive, in-depth explanation is desired. Respondents recognize they have the freedom and permission to share details, context, examples, and backstories without worrying about providing the “right” simple answer. 

The “Tell me about…” or “Describe…” preamble signals that the questioner is interested in hearing their full perspective, not just surface-level facts. 

Starting open-ended questions in this way empowers respondents to open up comfortably without reservations about response length or format. It gets them primed to be thoughtful and reflective.

3. Keep Language Open and Non-Leading

Wording open-ended questions in an open, neutral way avoids biasing or leading respondents toward particular responses. 

Closed-ended questions often have baked-in assumptions or apply pressure to answer in a socially desirable way. Open-ended questions should completely avoid this by using objective, non-judgmental language. 

Don’t impose any preconceived notions or make respondents feel like there is a “correct” answer they should give. Let their experiences, thought processes, attitudes and beliefs emerge organically without being influenced. 

Keeping questions open-ended both linguistically and psychologically empower respondents to share their authentic perspectives, even if unexpected or contrary to assumptions.

4. Use Probing Follow-Up Questions

Following up on initial open-ended questions with probing questions is an excellent tactic to gather more details and encourage elaboration. 

For example, asking “Can you expand on that concept?” or “You mentioned [X] – what exactly do you mean by that?” demonstrates interest and pushes them to build on their original response with more depth, examples, context and clarity. 

Phrasing follow-ups using words like “elaborate,” “explain” or “describe” challenges respondents to dive deeper into their thought processes and unpack their statements further. 

Not accepting their original response at face value pressures them to provide richer descriptions and concrete evidence to back up their claims. This develops a fruitful dialogue rather than a one-off question.

When to Use Open-Ended Questions

1. During JTBD Interviews

Leveraging open-ended questions is incredibly effective throughout Jobs-to-Be-Done interviews to reveal the complete backstory and motivation surrounding customers’ purchases. 

The non-restrictive format gives customers the latitude to comprehensively describe the circumstances, emotions, frustrations and needs leading up to acquiring a product or service. 

Skilled interviewers utilize probing open-ended follow-ups to encourage vivid narratives and details about the full context around purchase occasions, rather than just superficial factors. Customers can elaborate extensively about their decision journey, thought processes, usage situations, pain points with previous options, requirements, and perceived risks. 

This provides a holistic understanding of the “job” the product was “hired” to do. Letting customers explain freely without constraints uncovers unexpected insights about usage behaviors, delighters, substitutes, and more that closed-ended questions would not organically reveal.

2. For Qualitative Market Research

For qualitative market research, open-ended inquiry delivers profoundly detailed understandings of how consumers truly perceive brands, make purchasing decisions and experience products day-to-day. 

The flexible format provides space for target consumers to explain in their own words their affiliations with brands, product/service usage occasions, decision motivations, pain points, moments of delight, desired outcomes and more. 

Researchers can deeply explore responses using “why” and “how” probes to uncover the psychological, emotional, social and functional factors driving consumer behaviours. 

This reveals strategic opportunities around positioning, messaging, feature development and customer experience design. 

While quantitative data establishes surface-level consumer trends, open-ended engagement provides meaningful qualitative context and language to inform smart strategy and create deep consumer connections.

3. To Gather Customer Feedback

Companies use open-ended questions to gather candid qualitative customer feedback that pinpoints priorities for improvement. 

Customers can explain frustrations, positive/negative experiences, emotional pain points and desires in their own words without being limited by pre-determined response options. 

Probing follow-up questions explores feedback more deeply to identify root causes of pain points versus superficial irritants. 

Customers also have space to provide suggestions to resolve issues and share moments that delight them. This constructive feedback is synthesized to guide enhancements across the customer journey, from marketing to product features to post-purchase experience and support. 

Closed-ended satisfaction scales fail to provide the rich narratives and insights needed to address problems and identify what matters most to customers.

Common Mistakes to Avoid With Open-Ended Questions

1. Asking More Than One Question at a Time

Asking multiple questions at once is an extremely common mistake when using open-ended questions that significantly hinders their effectiveness. 

Overwhelming respondents with compound, complex or overlapping questions leaves them confused about which aspect to focus their response on. This results in vague, generalized answers that gloss over the nuances of each inquiry rather than providing the specific, deep insights each question warrants. 

Even elaborate responses to multi-part questions often lack the laser focus and structure needed to extract key themes. 

Additionally, blending different lines of inquiry into one big question makes it challenging to analyze and utilize the unstructured feedback. It’s far more effective to ask one open-ended question at a time, give the respondent space to answer thoroughly, and use strategic follow-ups to progressively build understanding. 

This disciplined approach avoids cognitive overload and provides the detail required to drive meaningful dialogue and derive actionable conclusions.

2. Using Closed-Ended Phrasing

It’s vital to pay close attention to the exact wording used when phrasing open-ended questions. Even subtle vocabulary issues can inadvertently create closed-ended questions that limit responses to yes/no, agree/disagree or basic data. 

Leading with verbs like “Do,” “Does,” “Is,” “Are,” or “Did” prompts closed responses rather than explanations. Asking “Why was that good?” or “How did you like it?” implies there was liking rather than allowing them to evaluate freely. 

The language itself should remain open and non-leading to empower respondents to share whatever perspectives or experiences emerge naturally, without assumptions. 

Carefully phrasing questions with neutral language like “Tell me about…” or “What factors influenced…” ensures responses contain unfiltered insights rather than confirmations of preconceived notions.

3. Not Allowing Enough Time for Responses

Rushing respondents to answer open-ended questions defeats their purpose of gathering in-depth insights and often results in abrupt, incomplete responses lacking meaningful substance. 

After asking an open-ended question, it’s essential to proactively give respondents adequate silent time to gather thoughts, reflect on experiences, and articulate responses before interrupting. 

If responses seem cursory, ask probing follow-up questions to draw out the rich details and explanations that open-ended inquiries are designed for. 

Making respondents feel pressed for time can also discourage sharing personal anecdotes or discussing sensitive topics that require vulnerability. Allowing ample time upfront ultimately saves effort compared to trying to recover depth through multiple ineffective follow-up questions after initially rushing the pace. Patience pays off by enabling thorough responses and productive, unhurried dialogue.

4. Neglecting Active Listening and Follow-Up

Failing to actively listen and ask follow-up questions after posing open-ended inquiries squanders their potential for deep, revealing discussion. 

Without planned follow-up, even thoughtful responses often remain surface-level and leave underlying perspectives unaddressed. 

Strategic probing follow-ups based on active listening are essential to dive deeper into relevant themes, gather illuminating examples and stories, understand nuanced thinking, and uncover subtle emotions. 

They show interest in the respondent’s vantage point rather than just checking a box. 

Simply letting responses conclude without probing for more is a lost opportunity to build understanding and interpersonal connections. Follow-ups demonstrate curiosity, clarify ambiguities, and encourage vulnerability through elaboration in their own authentic voice.

Tips for Success with Open-Ended Questions 

1. Listen Fully Without Interrupting

Allowing respondents to answer open-ended questions without interruption demonstrates exemplary active listening skills and gives space for thoughtful, unfiltered responses. 

Jumping in too soon with follow-ups or tangents cuts off the initial flow of insight and risks losing unexpected revelations still percolating. 

Silence after asking an open-ended question can feel awkward, but resisting the temptation to immediately fill gaps leads to stronger dialogue and understanding in the long run. 

Even if responses seem slow to develop, interrupting can fluster respondents and inhibit substantive sharing. 

By listening patiently and without judgment from start to conclusion, you signal genuine interest in understanding their full perspective, making them more willing to open up candidly. This level of care and focus builds crucial trust and rapport that supports ongoing vulnerable sharing.

2. Ask Follow-Up Questions to Probe Deeper

Thoughtful, strategic open-ended follow-up questions are essential to probe initial responses more deeply for vivid examples, explanatory backstories and illuminating details that bring insight to life. 

Questions like “What drove that decision?” or “How did that make you feel?” demonstrate curiosity to learn more rather than passively accepting surface-level responses. 

Drawing out more textures, emotions, contexts and narratives helps co-construct meaning and perspective-taking. 

Follow a logical path of inquiry without bombarding respondents with tangents. Look for gaps to fill or opportunities to clarify and expand based on active listening. 

Continue probing with empathy and tact until satisfied with the depth and specificity of understanding. Mastering open-ended follow-up techniques leads to richer discoveries.

3. Remain Objective and Non-Judgmental

When facilitating responses to open-ended questions, it’s vital that tone, body language and verbal reactions remain completely neutral and non-judgmental, even if responses provoke internal surprise. 

Any hint of subjectivity could shut down honesty, making respondents hesitant to share freely in the future. 

Maintain engaged, affirmative eye contact and posture regardless of your personal feelings to foster a safe space. Never explicitly express disapproval, disagreement or shock. 

The goal is unfiltered insight into the respondent’s perspectives, not conformity with your own. Leave your biases aside to have an authentic, open-minded exchange. Let responses speak for themselves without revealing your own hand through unnecessary commentary.

4. Adjust Based on Situational Context

Successful use of open-ended questions requires reading situational contexts and adjusting questioning and follow-up techniques accordingly. 

In formal research interviews, maintain more structure and focus by sticking to clear lines of inquiry. In informal dialogue, conversations can flow more organically based on responses, following intriguing tangents. 

Consider factors like relationship status, power dynamics, setting formality, time constraints, response styles and emotional energy when deciding how tightly or loosely to guide the discussion. 

Get clarification if responses seem unclear. With sensitive topics, tread carefully and give space. Frame questions and probe with situational awareness to enhance positive outcomes.

5. Balance Open and Closed-Ended Questions

Both open and closed-ended questions play important complementary roles in gathering complete, multi-faceted information. 

Open-ended questions uncover deep qualitative insights through descriptive responses in the respondent’s own words. Closed-ended questions efficiently gather quantifiable data, opinions and facts. 

Relying solely on open-ended questions can lead to aimless rambling, while overusing closed-ended questions results in thin data lacking context. 

Develop mastery in blending, sequencing and transitioning smoothly between the two approaches. For example, use open-ended questions to explore themes and closed-ended questions to confirm conclusions. Balance them artfully based on the situation.

6. Use Proper Tone, Body Language, Eye Contact

Warm, conversational tone and friendly body language while asking open-ended questions and listening to responses help build crucial rapport and willingness to open up. 

Make regular eye contact to show engagement, leaning in slightly to signal interest in learning the respondent’s perspective. 

Avoid crossed arms or distracted glances at notes or devices which can seem closed-off. Reflect the respondent’s emotional tenor – if anxiety emerges around a topic, adopt a reassuring tone. 

Your nonverbals should make respondents feel heard, respected and comfortable revealing their authentic self without fear of judgment. A caring presence breeds candidness.

7. Take Notes on Key Information

During open-ended questioning dialogues, take concise notes on main discussion themes, powerful respondent quotes, follow-up topics, body language and insights that resonate rather than attempting to transcribe responses. 

Verbatim transcription is inefficient in capturing the core essence. Prioritize highlighting the main takeaways, defined terms, compelling stories and emotional moments that leave an impression. 

Review, organize and reflect on notes soon after while memory remains fresh to consolidate learnings and plan the next steps. 

Quality selective note-taking aids meaningful analysis of the wealth of unstructured qualitative information generated through open-ended engagement.

Frequently Asked Questions About Open-Ended Questions

1. Q: What is the difference between open-ended and closed-ended questions?

A: Open-ended questions elicit an explanatory response with detailed narrative, context and emotions. Closed-ended questions limit responses to a short phrase or numerical rating.

2. Q: When should I use open-ended questions versus closed-ended questions?

A: Use open-ended questions when seeking qualitative insights and detailed perspectives. Use closed-ended for quantifiable data or confirming hypotheses. Use both to balance breadth and depth.

3. Q: What phrases help encourage detailed responses to open-ended questions?

A: Phrases like “tell me more about “, “describe your experience”, and “explain your perspective on” encourage elaboration. Avoid yes/no phrasing.

4. Q: How can I avoid influencing the respondent’s answers to open-ended questions?

A: Use neutral language. Don’t lead towards expected or desired responses. Allow free expression without judgment or imposition of assumptions.

5. Q: How many open-ended questions should I ask at a time?

A: Ask one open-ended question at a time. Allow thorough response then ask focused follow-up questions to build understanding.

6. Q: How can I get respondents to open up more with open-ended questions?

A: Active listening, empathy, and non-judgment encourage openness. Probing gently with follow up questions signals interest in understanding their full perspective.

7. Q: What are some examples of good open-ended questions for research interviews?

A: “Tell me about your experience using this product”, “How did this make you feel?”, “What factors influenced your decision?”

8. Q: How can I tailor open-ended questions based on the situation and respondent?

A: Consider formality of setting, time constraints, rapport level, demographics, tone of conversation and emotions when crafting relevant, thoughtful questions.

9. Q: What listening skills are important for gathering the most from open-ended questions?

A: Focused, active listening without interruption. Probing follow-ups to draw out details. Objectivity. Empathy. Situational awareness.

10. Q: How can I remember to use open-ended questions more often?

A: Actively monitor your language for closed-ended phrasing. Pause after asking one question. Prepare follow-up questions in advance.

Is your CRO programme delivering the impact you hoped for?

Benchmark your CRO now for immediate, free report packed with ACTIONABLE insights you and your team can implement today to increase conversion.

Takes only two minutes

If your CRO programme is not delivering the highest ROI of all of your marketing spend, then we should talk.