Allan Andreassen, InsightLab Expert

Allan Andreassen is Questback’s Team Leader for Customer Success and InsightLab in Norway and someone whose relationship with feedback runs deeper than most.

After a few years in various roles including being a consultant at Questback, Allan founded Advicia in 2009, a Scandinavian analysis consultancy built on the belief that a number in a report is not an insight until it can be connected to a real business need. Over the years he built a practice spanning CRM analysis, segmentation, predictive customer modelling, customer journey mapping, and customer satisfaction measurement as well as 360 degree employee feedback — the full breadth of what it takes to turn raw feedback into something an organisation can actually act on. That work, delivered across industries and client types, gave him a perspective that is difficult to acquire any other way: what the data looks like from the outside, when the stakes are entirely yours.

Returning to Questback was a deliberate choice. As an InsightLab Expert and team leader, he now combines that independent consultancy experience with the depth of Questback’s platform – working directly with Norwegian organisations to design feedback programmes that go beyond data collection and into genuine understanding.

His writing is shaped by decades of hands-on analysis work. Therefore, when Allan talks and writes about what makes feedback meaningful, it comes from someone who has spent a career on both sides of the question: building the tools, and being accountable for the answers.