How to Use Qualitative Questions Effectively in 360 Feedback Surveys
Whilst graphs and charts provide useful information in 360 feedback reports, they rarely tell the full story. It is often the open-ended, qualitative comments that participants find most insightful.
Free-text questions allow raters to explain their scores, provide examples, and offer practical suggestions. When used thoughtfully, they reduce misinterpretation by adding valuable context to the numbers.
Free-text feedback transforms a 360 report from a collection of scores into a meaningful development tool. Well-designed qualitative questions:
- Explain the numbers by adding context and examples.
- Highlight blind spots and hidden strengths that ratings alone may miss.
- Provide participants with specific, actionable suggestions for growth.
- Make coaching and follow-up conversations far more effective.
Where to Use Qualitative Questions
1. At the End of a Competency, Dimension, or Topic Area
Adding a free-text question after each section is a simple but powerful way to bring ratings to life. These comments help explain why the ratings were given and often suggest next steps or ideas for development.
Example prompts:
- “Please provide supporting information regarding your responses above and any ideas for next steps.”
- “I think you are good at… and would be even better if you…”
2. At the End of the Questionnaire
Placing one or two open-ended questions at the end of the survey creates an opportunity to:
- Capture a balanced summary of overall feedback.
- Provide space for comments on areas not covered in the main questionnaire.
- Encourage practical suggestions for growth.
Two common formats work particularly well:
a) Stop, Start, Continue (or More Of, Less Of, Just Right)
This structured approach helps respondents reflect on observable behaviours and provide balanced, actionable feedback:
- “What should [Name] continue doing?”
- “What should [Name] stop doing?”
- “What should [Name] start doing?”
Tip: Asking for positive observations (“continue” or “more of”) first sets a constructive tone, makes respondents more comfortable, and often results in richer feedback.
b) Strengths and Opportunities
Focusing on personal strengths and development areas can be equally effective:
- “[Name]’s key strengths are…”
- “[Name] would be even better if they…”
Best Practices for Designing Free-Text Questions
To get the most from qualitative feedback, follow these simple principles:
- Balance positive and developmental comments: Prompt for strengths before areas for improvement to create a constructive, forward-looking tone.
- Keep questions focused but open: Avoid vague prompts like “Any other comments?” Instead, guide raters towards providing useful insights while still allowing flexibility in responses.
- Minimise survey fatigue: Use qualitative questions sparingly and purposefully as too many open-text boxes can discourage thoughtful responses and add a considerable amount of time, on average around three minutes per comment box.
360 Feedback Survey Questions: FAQs
Q. What makes a good open-ended question in 360 Feedback?
A. A good open-ended question encourages balanced, specific, and actionable responses. The best prompts:
- Invite comments on both strengths and development areas
- Ask for supporting examples
- Focus on directly observed behaviours
Q. How many free-text questions should you include in a 360 feedback survey?
A. Include enough free-text questions to add context but not so many that respondents feel fatigued:
- One per competency, dimension, or topic area
- One or two broader questions at the end of the survey
This balanced approach provides richer qualitative insights without overwhelming respondents and helps maintain high-quality feedback.
