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 * Beehive AI
   
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 * * Dec 12, 2022
   * 
   * 2 min read




MULTIPLE CHOICE QUESTIONS ARE GREAT! IF YOU DON'T CARE ABOUT THE RIGHT ANSWER.

What's the difference between asking customers open-ended questions and
close-ended (multiple-choice) questions?



We took something basic like color. Presumably, if you like the color blue
you'll indicate it's your favorite color regardless of how you're asked.
However, we found that even in something as simple as color, depending on the
types of questions you ask, people will give you very different answers.






To demonstrate the difference between these question types, we asked people what
their favorite color is. Half of the responders were given the following options
to choose from (the order of these choices was randomized for each responder):



 * Red

 * Green

 * Blue

 * Yellow

 * Purple

 * Black

 * Orange

 * Other (please specify)

The other half were allowed to answer freely, i.e., given an open-ended
question. We did not prompt them with any options beforehand.






The results were quite different between the two groups! For example



 * 116% more people in the open-ended responses listed “pink” as their favorite
   color compared to those in the closed-ended responses (those people had to
   list pink under “Other”).

 * 36% fewer people in the open-ended responses listed “green” (or shades of
   green) compared to those in the closed-ended responses.

 * 43% more people in the open-ended responses listed “red” compared to people
   that selected “red” in the closed-ended responses.

 * And on and on …





Now imagine the business impact of getting such huge differences when it comes
to the reasons why people churn, why people buy, and what prevents people from
buying.






Interestingly, the magnitude of the discrepancy between open-ended and
closed-ended results might be impacted by gender. We didn’t thoroughly
investigate it (comment below if you want us to look into it for our next blog
post), but as an anecdotal example take a look at the results for the color
blue:





The results were not only different in the ranking of colors but also in the
nuance and details of the results. As you might guess, giving responders the
option to write their own answers yielded a lot more nuance. Instead of standard
colors, survey takers responded with many more colors and shades (who knew blue
had so many variations?).






Translating this to the world of business, your customers are not just made of
red, green, and blue, but rather of many shades–whether they be forest green,
hot pink, or cobalt blue. In order to succeed, you need to understand all these
shades. You also need to allow your customers the option to share these shades
with you.






Beehive AI helps you get the right answers and capture the nuance, or shades, in
the world.






About Beehive AI:



Beehive AI is an end-to-end, customizable AI platform to design, deploy, and
analyze consumer research in real time and at scale. Our platform automatically
analyzes qualitative (open-ended) data, combined with quantitative data at
scale, and focuses on unlocking the “why” in consumer behavior.






Want to learn more? Contact us at info@beehive.ai



Meet with Beehive AI






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Beehive AI, the Qualitative Intelligence (QI) platform, is the scalable solution
to answer the question of what motivates customers to act.

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