How to Quickly Turn Open–Ended Comments into Actionable Insights
by iperceptions, on Nov 14, 2013
Researchers tend to favor closed questions as they are easy to analyze and lead to quantitative analysis. Despite the benefits of closed questions, it is important to include open-ended questions in your research. At times, the most valuable insights are derived from open-ended comments. With open-ended questions, your visitors have a clean slate. They are guided by your questions but empowered to answer as they wish. By asking questions such as, “Why were you not able to complete the purpose of your visit today?” or “What could we add to this website to make it better?” you may discover themes and ideas you had never imagined.
Despite the value of open-ended questions, it is important that you do not overuse them. Open-ended questions require more effort from your respondent to answer and will take you longer to analyze. At iperceptions, we understand the value that can be discovered through open-ended comments. We also realize the time and energy that is involved in extracting these insights.
That’s why we are excited to announce the launch of an enhanced version of our text mining.
With our new text analytics tool, efficiently conduct more accurate analysis, quickly discover themes, patterns and emerging trends from your open-ended feedback.
Follow the 7 steps below to quickly start benefiting from our new text mining research
1. One question at a time:
A valuable new feature of our text mining research is the ability to filter by individual questions. Visitor feedback is specific to respective question. To discover themes, patterns and trends it is recommended to review each question individually.
To save time, leverage our word and concept cloud which will help you quickly recognize key words and concepts.
2. Get started with word and concept cloud:
Quickly recognize key words and concepts. A word cloud quantifies open-ended feedback in terms of frequency count while a concept cloud creates aggregations of open-ended feedback by combining common misspellings, typos and synonyms. Either cloud will help you prioritize the importance of each word or concept.
As seen in the example below, SURVEY is identified as an important word based on its frequency count. We can further refine our analysis by clicking on SURVEY. As a result only the comments that include SURVEY will be displayed in the open-ended responses. The ability to further refine based on the word and/or concept helps you quickly start analyzing visitor feedback according to identified trends and patterns.
3. Scan open-ended responses:
To better understand visitors’ comments, dig into each response by scanning the open-ended replies which will appear at the bottom of the page. Visitor behavior may vary according to certain information such as browser, URL, country etc. As such, add additional data points to gain more insights into each respondents’ comments.
4. Get to know your respondents better:
Once you have identified key patterns in the open-ended comments, it is time to start digging deeper into each pattern. A powerful new feature of text mining research is the capability to segment open-ended questions by non-open text questions (aka respondent segmentation). It is now possible to filter open-ended questions by those who have not completed their task or those with overall satisfaction over 6 or whichever question answer combination you like. You can even segment by your web analytics variables if they are available in the iperceptions Active Research Platform.
5. Stay organized with categories:
Easily organize and analyze open-ended comments by creating categories. Once you are aware of key patterns and trends, leverage them to create search terms with which to create categories. Once categories are created, it is possible to start understanding the importance of each category.
6. Share your findings or save them for future use:
Qualitative analysis is subjective, that is why it is important to save and share your findings with your team to ensure everyone is on the same page. We strongly recommend creating bookmarks to save your research and share it with your colleagues.
7. Stay up to date with Schedule Reports:
We know that you are busy. That is why we recommend staying up to date with your open-ended comments by scheduling automated e-mail alerts. Receive alerts based on valuable open-ended comments on a weekly basis.
We are excited for you to start leveraging our new text mining research to quickly turn open-ended feedback into actionable insights. For more information, including the text mining user guide and FAQs, visit the iperceptions forum.