Open-ended questions do not limit a user’s answers like closed-ended questions do, and allow for unique responses in the user’s own words. Examples include:
- What could we have done better?
- Where did you first hear about us?
- What are your main questions about our product?
Pros: they help you better understand the user’s perspective as they allow for more explanation and opinions.
Cons: they require a different, lengthier process for evaluation and analysis than closed-ended ones.
Pro tip: in general, beware loaded questions that stack the deck towards a certain answer, i.e., “isn’t this page great?.” Instead, word your questions neutrally: “What did you think of this article?” is a neutral way of posing a question, so that website visitors can form their own opinions and express them honestly.