New Stuff - Open-Ended Formats
Today we are excited to introduce two open-ended question formats: open-ended text and open-ended text with an image. These question formats enable researchers to collect qualitative data and harness Google's unique combination of data and algorithms to automatically code and visualize this data.
Open-ended questions ask respondents to type in answers instead of having them pick from a predefined list. We've made sure that answering these questions is an efficient experience for respondents and that researchers can get a rich set of responses.
Once the responses have been collected, Google uses web documents, search data and classification technology to automatically categorize and code answers, reducing the burden researchers face when attempting to organize thousands of responses.
We automatically classify responses along two axes:Synonym classification
- When you search for a term like ‘pictures’ on Google search, we know that words like ‘photos’ and ‘photographs’ are related. Our systems analyze petabytes of web documents and historical search data to build an intricate understanding of what words can mean in different context.Sentiment classification
- In a similar way, we use a model trained off of web documents and local review data to classify responses into positive, negative, and neutral sentiment categories.
If you don't like the automatic groupings, you can combine responses your own way by dragging and dropping responses on top of one another. This lets you create your own custom coding of responses that matches your research goals.
So what’s the best way to take advantage of this new format? Here are a few examples of how open-ended responses can contribute to a better understanding of consumers and public opinion:Product Rating/Review
- Knowing the favorability of your products and services enables you to better understand your place in the industry and how your competitors stack up. For example, McDonald’s is considered the best fast food among US consumers, and Wendy’s is a close second. http://goo.gl/dkSefProduct Development
- Understanding the features that are most important to users can help you build a better product or marketing message. For example, mobile phone companies may want to focus on the Internet and texting/communication features of their phones and less on the camera or screen.goo.gl/8PJEOUnaided brand awareness
- You can measure the top of mind awareness of your brand in a specific product category. Names that pop into a consumer's mind first can be those that are more likely to enter into their consideration when deciding on making a purchase. For example, Ford Motor Company is the first car manufacturer on US consumers’ minds.http://goo.gl/HqtNxMeasuring Sentiment
- Sometimes it’s necessary to understand the general sentiment or reaction to an event or person. The democratic convention was generally seen as a positive event for the Democratic party among those that watched the conventions.http://goo.gl/riX7KAnswer a bar bet
- Modern Family is great and all, but we were pretty sure more people like Big Bang Theory. Here’s proof:http://goo.gl/uFyMO