Editor’s note: Luis Pablo Martinez is the principal researcher at marketing research firm Virtuin, Austin, Texas. 

The rule is never to use a leading question … especially on a survey. There is one place I believe this rule can be broken: the open-ended section. As either a respondent or as a reader evaluating responses, just about everyone has been exposed to this question: “What can we do to improve your experience?” It’s usually the last question asked and the first one ignored. This under-used opportunity could be used to find valuable customer insights. As researchers and business professionals, we are trained to ask critical questions so let’s critically question why the open-ended section remains under-used real estate.

Respondents draw a blank

You could argue that, “What can we do to improve your experience?” is a leading question. I argue that it does not ask enough of the respondent. Respondents draw a blank when asked that question. Two leading reasons explain why: insufficient context and mental exhaustion.

Without sufficient context, you should expect both predictable and unrelated answers. Also, when posed as the final question on a survey, respondents are psychologically spent. They want only to hit the finish button. Instead, engage the respondent early on and leverage this question toward better insights that can lead to sales, product development and marketing positioning.

You will need two ingredients to effectively ask an open-ended question:

First, tie it back to the research objective. If the research objective is to measure customer satisfaction, brand loyalty, preferred features, intent to be a repeat customer, etc., use the open-ended question to get more useful information.

Second, frame the open-ended question in emotionally-charged language. Use adjectives that position your service, product, event, etc. in a way to appeal to the heart.

Here are some examples:

  • Customer satisfaction – Please name something else that we should do to make you feel like our most important customer.
  • Intent to return to conference – How can we make you feel needed at this conference next year?
  • Brand loyalty – What can we do to be your favorite store? 


It may take a little more time to frame the question but if getting actionable insights is the goal of your research, ask yourself one question: Is it worth the extra time to get more valuable information, or should we stick with the same question that most will just ignore?