Stream Dreams: The Impact of Open-Ended vs. Close-Ended Questions

What you might be missing, how Leksi uncovered depth and nuance beyond expectations.

Open-ended Question

Reflecting on your experience with your streaming provider, which aspect do you like the least?

Verbatims Analysed

3,012

Leksi Analysis Outcome

Close-ended question: identified 4 topics vs.
Open-ended questions: 11 identified

In the dynamic world of streaming services, Subscription Video on Demand (SVOD) faced a critical challenge: how to truly understand their customers' needs and preferences. This case study explores how a SVOD client partnered with Leksi to revolutionise their approach to customer insights, transforming their survey methodology and unlocking a wealth of actionable data.

Challenge

The SVOD client found themselves at a crossroads. Their traditional close-ended surveys were efficient but limiting, providing only surface-level insights into customer preferences and leading few actionable insights or targeted feedback. With just four predefined topics emerging from their surveys, the SVOD client struggled to:

Gain a deep, nuanced understanding of customer needs.
Identify areas for service quality and usability improvements.
Efficiently process and derive actionable insights from qualitative data.

Leksi’s Solution

Leksi proposed a bold strategy: harness the power of open-ended questions and advanced AI analysis to uncover the true voice of the SVOD client’s customers. The process unfolded in two key stages:

Data Collection: An open-ended survey was conducted, gathering 3,012 responses from participants expressing their thoughts in their own words.
AI-Powered Analysis: Leksi's proprietary model analysed the data, allowing natural patterns and emerging themes to guide the clustering of topics.

Remarkable Results

The impact of Leksi's approach was immediate and profound:

Metric	Close-Ended	Open-Ended with Leksi
Bias	Strong	Minimal
Insight Depth	Surface-level	Nuanced & comprehensive

Leksi's analysis revealed three times the number of key topics compared to the close-ended survey, providing the SVOD client with a rich tapestry of customer insights. This newfound depth of understanding allowed the SVOD client to:

Rapidly identify gaps in service quality and usability
Develop targeted improvement strategies
Drive innovation in product development
Enhance overall customer experience

Closed-ended analysis results

Predefined categories prioritise options based on the frequency with which users select them. However, this approach is missing depth, as it doesn't explore the reasons behind those choices and doesn’t allow users to provide additional feedback or context.

Open-ended analysis results

Leksi identified 11 key topics, providing deeper insight into the "why" behind the responses through open-ended feedback. These topics are visualized in a treemap, with clear, descriptive titles to improve understanding.

Selected Actionable Insights

The following actionable insights stem from the topics Leksi identified through the open-ended responses.

Leksi’s Solution

Leksi's innovative approach brought several key benefits to the SVOD client:

Reduced Bias: Open-ended questions allowed customers to express their true thoughts without predefined limitations.
Time and Cost Efficiency: Analysis that once took weeks was completed in minutes.
Deeper Insights: Subtle nuances in customer feedback were captured and analyzed.
Complementary Analysis: Leksi's results enhanced and expanded upon insights from previous close-ended surveys.

"We can finally implement insights from open-ended surveys rapidly, and the results were instrumental in guiding our next service and product development. Our team particularly appreciated the treemap over the traditional pie chart. It's great to be able to easily see how many people are contributing to a topic and track the frequency of contributions."

Marketing Lead at the Subscription Video on Demand company

Reflections & Insights

By partnering with Leksi, the SVOD client transformed their approach to customer insights. The shift from close-ended to regular implementation of open-ended surveys, powered by Leksi's advanced AI analysis, revealed a wealth of actionable data. This newfound understanding has positioned the SVOD client to enhance their streaming services, create better products, and ultimately strengthen their competitiveness and customer loyalty in the ever-evolving streaming landscape.

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