Jason Verlen

Jason Verlen
CRM Special Report: Untapped Gold

How to Extract Value From Open-ended Survey Responses There is gold in open-ended survey responses. As opposed to close-ended questions where a respondent is given a finite selection of answers (e.g. very satisfied, satisfied), open-ended survey questions have no specific answers, and respondents are free to share their thoughts. Direct marketers conducting surveys include open-ended questions to gather prospects’ or customers’ opinions on offers; acquire names; assure quality control; or, sometimes break the ice. The words respondents choose to answer open-ended questions offer valuable insight that can be acted on to improve direct marketing results. A Wealth of Information Fairytale Brownies, a mail-order company