Mark Osborne explains why open-ended survey questions reveal what customers actually think, not what you assume they think. He argues your ads should mirror the language people use, and recommends follow-up surveys after testing to confirm the market's real perception.
We don't lead them. We want what's in the mind of the public because then when we're advertising, we can parallel what's in their mind. So we don't, you know, we don't offer things to check, you know, good, bad, excellent. We ask open-ended questions. Yeah. So, you know, what do they think? So let me get— once we get a button, we go back with a second survey.
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