The Value of Open-End Analysis in Market Research: Transforming Open-Ended Questions and Analysis for Market Researchers

Open-ended questions and analysis provide a rich layer of insights that goes beyond the limitations of structured data, offering a clearer understanding of customer sentiment, emerging trends, and overall experience. Whether gathered from surveys, customer reviews, or social media, this feedback can be a goldmine for business insight—but analyzing it effectively can be a challenge. For those dealing with thousands of open-ended questions and responses, traditional methods such as reading through open ends, tallying up responses in Excel, or simply not having the capacity or the right tools to analyze the feedback becomes overwhelming. Additionally, using generic AI tools like ChatGPT often proves inadequate. Without a qualified solution to easily analyze open-ended responses, researchers risk generating incomplete or inaccurate results, which can lead to delays and inefficiencies in completing projects.

At Voxco, one of the reasons we are excited about integrating Ascribe into our online survey platform is because of how Ascribe’s Coder and CX Inspector simplify and streamline open-end analysis, especially for corporate and market researchers. These tools leverage the latest advancements in artificial intelligence, making it easier to unlock actionable insights from vast amounts of open-ended data. This exciting product release showcases our joint commitment to offering innovative solutions that help researchers drive more impactful decisions.

Why Open-Ended Questions and Analysis Matter

• Deeper Customer Insights: Open-end analysis delivers a more comprehensive view of customer behaviors, motivations, and sentiments, helping companies better understand their audiences
• Uncover Hidden Insights: Open-ended responses can reveal unexpected insights that structured data misses, offering an early window into new trends and opportunities.
• Capture Nuances: Unlike structured responses, open-ended feedback allows customers to express their feelings and experiences in their own words, providing valuable context that helps businesses understand emotional drivers and pain points.
• Identify Emerging Trends: By analyzing open-ended feedback, businesses can spot new patterns that may not have been considered in the initial survey design, allowing them to respond quickly.
• Understand the ‘Why’: While quantitative data shows what’s happening, open-end feedback reveals why customers behave the way they do, offering more actionable insights.

How Ascribe’s Coder and CX Inspector Can Help

Ascribe’s industry-leading tools enable the analysis of open-ended feedback at scale with greater accuracy and speed by seamlessly blending artificial intelligence with human expertise. Here’s how Ascribe Coder and CX Inspector, both recently upgraded with Theme Extractor 2.0 and Ask Ascribe, empower researchers:

Theme Extractor 2.0

Automatically analyzes over 95% of open-ended responses and generates accurate, human-like codebooks. The tool eliminates overlap between themes and delivers cleaner, faster results—ideal for streamlining the research process.

Ask Ascribe

Ask Ascribe allows users to query their data in real-time using natural language. This interactive approach enables the quick identification of key themes, emotions, and areas for improvement, allowing businesses to act on insights faster.

Ascribe Coder: Enhancing Coding Productivity

Ascribe Coder enhances productivity by converting unstructured text into structured data. Here’s how:

• AI-Driven Human Coding: Combines AI with human intelligence to accelerate the coding process while maintaining precision.
• Customizable Automation: Allows users to adjust the level of automation based on project needs, ensuring control over cost, timing, and accuracy.
• Data Integration: Integrates open-ended feedback with survey data, providing a 360-degree view of the customer experience.

CX Inspector: Advanced Text Analytics for Deeper Insights

CX Inspector offers a robust platform for extracting and visualizing themes, sentiment, and emerging trends from open-end responses. Key features include:

• Instant Theme Extraction: Automatically identifies clear, descriptive themes from open-ended responses.
• Sentiment Analysis: Detects and visualizes customer sentiment instantly, enabling businesses to prioritize issues based on emotional impact.
• Actionable Insights: Combines theme detection and sentiment analysis to deliver clear, actionable insights that can be shared easily via dashboards and reports.

Conclusion: Unlock the Full Potential of Open-Ended Questions and Analysis

At Voxco, joining forces with Ascribe is part of our mission to empower researchers with powerful tools for analyzing open-ended feedback. As Rick Kieser, Chief Strategy Officer at Voxco, explains:

“Ascribe has dedicated 25 years listening to customer feedback and analyzing open-ended feedback, partnering with the world’s top market research firms and industry-leading corporations. By closely listening to the needs of these pioneers and continuously evolving, Ascribe has delivered cutting-edge solutions that shape the future of text analytics. The launch of Theme Extractor 2.0 and Ask Ascribe represents the pinnacle of this expertise—a culmination of decades of innovation, hard-earned insights, and the processing of over 6 billion customer comments. We’re excited to bring these solutions to Voxco’s customers and continue pushing the boundaries of innovation in research.”

With Ascribe Coder and CX Inspector, researchers can efficiently categorize and act on open-end feedback, driving more informed decisions and enhancing the overall customer experience.