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Mastering Open-Ended Questions: Design, Coding, and Analysis of Verbatim Data at Scale

Fathom Webinar - February 2026 - Featured Images

February 11 @ 4:00 pm – 5:00 pm

This live webinar is presented by:
Fathom
Fathom combines AI with human oversight for open-ended analysis that is 10× faster and 5× more detailed for insights across 193 languages.

Learn how to master open-ended question design, coding and analysis in this free, practical online workshop with experts from Fathom.

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Participants will learn how to design open-ended questions that generate valuable responses, apply systematic coding approaches to unstructured data, and conduct rigorous thematic and sentiment analysis at scales.

The session addresses common methodological challenges and demonstrates techniques for translating coded themes into research findings.

Suitable for market researchers, data analysts, UX researchers CX teams, working with quantitative open-ends and with interviews at scale.

Learn practical strategies and streamlined workflows that make open-ended analysis faster, more accurate, and directly tied to business outcomes.

Key Learning Outcomes

By the end of this session, participants will be able to:

  • Design open-ended questions that generate valuable responses across research contexts (NPS follow-ups, concept tests, customer feedback, tracking studies)
  • Apply systematic coding methodologies to unstructured text data, including deductive and inductive approaches, and understand when each is appropriate
  • Develop code frames that are nuanced and detailed, mutually exclusive, collectively exhaustive, and aligned with research objectives
  • Conduct thematic analysis that identifies patterns, relationships, and meaningful differences across attributes in open-ended responses
  • Integrate open-ended analysis with quantitative data to understand drivers of behaviour and outcomes
  • Combine AI + human guidance to code and analyze with efficiency and control, considering the trade-offs between different analytical approaches (human coding, AI-assisted, hybrid) based on research requirements
  • Report open-ended findings in ways that are transparent, actionable, and methodologically sound.

Learn More About Fathom

Fathom
Fathom combines AI with human oversight for open-ended analysis that is 10× faster and 5× more detailed for insights across 193 languages.
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