Open-ended questions are invaluable in research. They allow us gain insight on what someone is thinking and feeling, helping us as researchers to help understand the why. While qualitative research gives the opportunity for open-ended dialogue, we are often limited to the number of open-ended questions that we can ask in quantitative research in order to minimize respondent fatigue. Each open-ended question in quantitative research is an extremely valuable opportunity to hear from our respondents in their own words.