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Giving Feedback Shouldn’t be Boring - And it doesn’t have to be.

Reading time: 4 min
Author: Viktor Nordmark

Anyone who’s actively been trying to collect feedback on something knows what a struggle it is. You put down the work, figure out questions, deciding appropriate scales, thinking through how to phrase the questions, rephrase them 3 times more, and then, finally, input everything into your favorite survey tool and press send.

For what?
Say you get a 40% response rate and even that’s pretty good. Half of your responses are probably just nonsense or obviously done at haste. Maybe 25–30 % of those you send the survey to will respond in a way that can be used as a basis for understanding and improvement.

You might think to yourself:
"Why are so few responding? I’d fill out this survey immediately if I got it."

First of all — No. You wouldn’t.

In terms of boringness, few things even come close to filling out surveys, and deep down you know it.

Every single one of those people you’ve sent your form to knows exactly what to expect even before they click the link to your delicately phrased survey.
In today’s world where competition for where and how to spend time is as fierce as ever, very few people will even consider spending 4 minutes staring at something like this:

best survey ever

On a scale of 1–10, how boring is this?

Attempts to make surveys more appealing have not been in short demand in recent time. Every survey tool supplier out there is boastfully claiming that their unique tool contains some magic ingredient that makes their surveys sooo much more fun than others.

So, what’s the secret sauce? How do they make surveys so incredibly fun?

Apparently, what you want to do is make them short and to the point(duh), add a snappy title, phrase the questions in an easy, comprehensible way, add a colorful interface, use emojis instead of statements in the scales and preferable give a large incentive upon completion.

“Ooooh, it’s so short and comprehensible. I’m super psyched to take this survey!”

-No one ever.

The problem with surveys is that they are surveys, and whether you add emojis or a colorful interface won’t change that fact.
What’s needed is something new, something smarter and more personalized.

Personalization — the next big thing
Everywhere, technology is used trying to create a more personalized experience for the user. Facebook creates a custom feed just for you, Google takes many considerations to show you the very best search results. Netflix base their recommendations on what you previously enjoyed and so does Spotify, Youtube, and all other reputable tech companies.
Hence our thought:

Imagine replacing surveys with personalized conversations.

At, we’re leading the way towards a new and more effective way of collecting insights. Our chatbot is able to resemble an human interview facilitator that adapts the ongoing conversation to what you’ve previously mentioned, follow up with more probing questions and dig down to where the opinion really originates from.

The thought is to combine the best parts of a survey (low cost, far reach) with the qualitative awesomeness of a personal interview.

Qualitative methods are well known to be far more detailed and exhaustive than surveys, but also considerably more time-demanding and expensive. Until now, you always had to make a trade-off between quality and time.
Of course, a large portion of time spent within qualitative methods are attributed to the follow-up work: categorization and analysis of data.

We thought of that too.

Once Hubert is done collecting data, every single comment goes through our deep learning text analytics engine where it is automatically categorized and analyzed and presented to the user in a very comprehensible way.

Real-world applications
To get things going and prove that the concept works, we've chose to start in two niched and well-defined areas: Human resources and customer experience.

Both these areas rely heavily on surveys, and getting those valuable responses has become increasingly tricky in the last years.

auto follow up

We’re doing our best to reform this practice right now and here's where we are right now.

With Hubert, it’s easy to collect, gain and leverage insights. The top strengths and improvable areas are instantly visible and if you want to find out what the respondents thought about, say for example the onboarding experience, all comments related to that are automatically compiled under a corresponding tag.

Up until now, we've set up customized versions of Hubert for our customers but currently, we are in the middle of setting up a general beta version that you can try in an instant. We're not quite done yet, but if you feel like this is something you would like to try in your specific setting, please contact me at and we'll set up a meeting to discuss your needs.

You can also sign up here to get updates on the public beta version.

2018-05-14 09:42