Presentation Mode

Preparing to interview someone

Open-Ended Questions

These allow people to answer in any way they see fit. Open-ended questions do not impose answers on people. They allow expression. So, use open-ended questions often and widely in focus groups and depth interviews.

Open-ended questions start conversations and keep them going.

Examples of open-ended questions:

“When you think about the internet, what is the first thing that comes to mind?”

“What do you like best about product X?”

“What are the biggest problems with brand X?”

Open-ended questions can discover unknown topics and explore them. They can produce rich, deep, and unexpected answers.