💡 Pro tip: try to create a balance between closed- and open-ended questions.
Closed-ended questions have their place in every survey—they can help you categorize data and get a quick overview of quantitative insights—but the data can be misleading.
Open-ended questions give your respondents the freedom to answer in their own words (also known as voice of the customer (VoC) feedback) instead of limiting their responses to a set of pre-selected choices.
For example, when rating on a scale, a '7' can mean different things for different users based on their unique standards. It might not even be that they think your product deserves a low rating—maybe they just understand the question or product differently.
Since ratings are subjective, they can be challenging to interpret at times. In this example, Hotjar Surveys help you better understand your customers with logic jumps so you can create follow-up questions based on certain ratings.