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 favourite survey tool and press send.
Say you get a 15% response rate and even that’s pretty good. Half of your responses are probably just nonsense or obviously done at haste. Maybe 5–10 % 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 isn’t anyone responding? I’d fill it out 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:
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 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, according to various survey tool suppliers, what you want to do is make them short (duh) and to the point, 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 colourful interface won’t change that fact.
What’s needed is something new, something smarter and more personalised.
Personalisation — 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 personalised conversations.
At Hubert.ai, we’re leading the way towards a new and more effective way of collecting insights. Our chatbot will soon* be able to closely resemble an 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 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.
To get things going and prove that the concept works, we chose to start in a niched and well-defined area: The education sector. Or even more specifically: course evaluations.
You probably remember them from your own time in school/college. Long, tedious forms that are forced upon you by administration. Students generally hate filling them out and teachers get no real value from them besides being evaluated against their peers.
We’re doing our best to reform this practice right now.
With Hubert, it’s easy for instructors to collect, gain and leverage insights. The top strengths and improvable areas are instantly visible and if you want to find out what the students thought about, say for example the lab sessions, all comments related to those are automatically compiled under a corresponding tag. Improvement can thus be achieved more effectively.
A year into building Hubert, bits are starting to fall into place. So far, Hubert is completely free to use and users are pouring in at a good pace. Recently, we got some attention from Inside Higher Ed, Voice of America and Edtech Digest which raised the pace considerably.
Now, we’re looking to grow and expand Hubert to a couple of other areas, preferably still linked to education. If you or someone you know would like to benefit from the new way of collecting insights in your area, please reach out so we can talk.
If you would like to try a test chat with Hubert or see how the results works in action, create an account and explore!
This article originally appeared at: https://blog.hubert.ai/giving-feedback-shouldnt-be-boring-and-it-doesnt-have-to-be/