The Lego stork that checks visitor satisfaction
At Zwin Nature Park in Knokke-Heist, the exit survey is a giant Lego stork with an AI interviewer inside. Visitors talk about their experience and the stork listens, follows up and files every answer.
Planning something like this for your venue? Tell us about it.
An exit survey that actually listens
Because a smiley button on a tablet doesn’t really tell you much.
Parks and museums all want to know what their visitors really think but the usual tools often fall short. Multiple-choice tablets flatten every opinion into a tap, and hiring human interviewers is expensive, slow to analyse and hard to scale. Because accurate mind reading isn’t an option (yet!), Zwin Nature Park, Belgium’s biggest nature park, together with Westtoer, let a stork do the interviewing.
Since summer 2024 an AI interviewer has lived inside a giant Lego stork at the park. It opens a real conversation, asks predetermined questions, and follows up on whatever the visitor says. Because the installation was so popular with young visitors we installed two consoles, one for children and one for adults. Every conversation lands, anonymised and categorised, on a live dashboard.
The interviewer and its Lego stork at Zwin Natuur Park. The whole installation fits on a desk.
Replay a real interview
This is one family’s conversation with the stork, word for word from the logs.
Discover what a survey can never do: the stork picks up on the answer and asks about that.
We left the speech to text quirks in.
Hello! Welcome to the Zwin nature park. Have you visited the park yet?
yes I have
Great! What made you decide to visit the Zwin nature park?
My dad grew up in Belgium and was born in Belgium and spent a lot of summers here
That’s wonderful! It must be quite special for your dad to revisit those memories. How did you first hear about the Zwin nature park?
Dad told me about it and said it was a beautiful Park
It’s always nice to have a personal recommendation. Who did you come to the park with today?
my whole family my brother and my mom and my dad and me
That sounds like a lovely family outing. What was the highlight of your visit to the Zwin nature park?
try to find all the birds in the booklet they gave us and try and fly experience in the simulator
That sounds like a lot of fun! Did you think the ticket price was reasonable for the experience you had?
was very very reasonable
I’m glad to hear that! Is there anything you would change about the park or your visit experience?
yes I want to add a couple more birds to your bird list
That’s an interesting suggestion. Are there any specific birds you have in mind that you’d like to see added?
Mockingbird
A Mockingbird would be a unique addition! Do you think you and your family will visit the Zwin nature park again in the future?
definitely especially with my kids and my family
AI visitor interview demo
A real conversation, filmed at the park.
The AI interviewer in conversation at Zwin Natuur Park. Every reply is generated on the spot.
From small talk to dashboard
The AI takes care of everything: interviewing > transcribing > logging > analyzing > reporting.
Together with the park we agreed the topics that matter: why people visit, how they heard about the park, who they came with, the highlight of their day, the ticket price, what they would change, and whether they would come back. The AI steers every conversation along those topics and categorises each answer by itself, with no human in the reporting. Our analysis puts that categorisation at 92% accuracy, and the remaining 8% was debatable rather than wrong. The park reads it all on live Looker Studio dashboards. Let’s take a look-see.
Interviews in nine months
Longer than two minutes
Categorised correctly
The live dashboard. Collected, categorised and charted by AI, read by humans.
Three steps, no clipboard
Nothing to download, nothing to scan, no avoiding eye contact so the interviewer leaves you alone.
Meet the stork
On the way out, visitors encounter the Lego stork, who says hello and asks about their day.
Talk, and it follows up
Answer out loud, in your own words. The AI listens and asks about whatever you just said, like a good interviewer would.
The park gets the results
Every answer is categorised automatically and shown on a live dashboard. No transcribing, no survey pile.
People talk to something that listens
Four things learned from giving a Lego stork its voice.
People say more
Talking is way easier than typing and, for most of us, being listened to is nicer than ticking boxes. That is how 59% of visitors ended up talking for over two minutes, a big achievement in the current attention economy.
Follow-ups beat multiple choice
Mention the highlight was the birds and the stork asks which ones. The interesting answer is almost always the second one, when people are prodded to provide more detail.
No interviewer on the payroll
The stork interviews all day, every opening day, in a visitor’s own words, without a salary or a lunch break.
The park learns in real time
Answers are on the dashboard the moment the visitor walks away. Spot a complaint on Monday, fix it by Friday.
Kids were particularly drawn to it, and we can’t blame them. It’s a talking Lego stork!
- August 2026: a brand new interview console replaced the original one, installed together with the park’s own technician.
- The stork also has a successor at the welcome desk: AI Loes, the park’s digital desk colleague.
What venues ask us first
Is it anonymous?
Yes. The logs are anonymised. The park sees what was said and how it was categorised, never who said it.
How accurate is the categorisation?
At Zwin, 92% of responses were categorised correctly by the AI. The remaining 8% was debatable rather than wrong which, if you ever worked in a team, is a better rate than when humans have to decide on something.
Can we choose the topics?
Yes. The interview topics can be whatever you want. At Zwin nature park we ask questions about everything from ticket price to what visitors would change.
The same idea at other venues
The same idea with different characters, from Roman soldiers to talking paintings. Newest work first.
Want your visitors’ honest answers?
Tell us what you would ask your visitors. We will tell you honestly whether an interviewer is the way to get it answered.
