Don’t (Just) “Like It” Squerb It

Chris Biscoe, CEO and founder of, had the realization years ago that the “like” button we all know and use is often actually counterintuitive to our emotions.

We’ll “like” a sad or morbid post as a means of expressing emotion or opinion — and as a means for immediate engagement. We clearly don’t “like” the bad things life brings.

Built on the belief that emotion in decision-making and opinions are the base currency of the Internet, and armed with Biscoe’s unique technology background in international high finance, Biscoe says, “Squerb set out to merge the simplicity of the ‘like’ button with the data richness found in comments, and in so doing, created a platform for people to influence their worlds with their opinions in a unique and powerful way. Squerb’s better ‘like’ button allows for instant expression and insight of opinion, but also creates a powerful dialogue and engagement between people and their worlds.’’

Squerb-mandala LLC was founded in Colorado by Biscoe and his two co-founders – and twin brothers – Robert Lee (Chief Technology Officer) and Derek Lee (Head of Engineering) in July 2013 “as an idea we had that existed for several years prior, and we launched our beta at SXSW in March of 2014.” Squerb sought to create a more precise and sophisticated way for people to express their opinions or viewpoints. He observed that there is good data in comments, on Yelp, for example, and those comments can often represent complex statements. However, comments are very difficult for marketers to count, track, and analyze.

The revolutionary platform leverages the immediacy of one’s opinion about, for instance, a restaurant, movie, event, or article, by mapping to a dynamic opinion grid that enables a user to easily click on multiple emotional or intellectual descriptors within various categories. For example, when reviewing a movie, users can express sentiments about characters, plot, content, or writing by selecting from a constellation of words ranging from “exhilarating” to “guilty pleasure” to “foolish” to “confusing” to “fuzzy” or “meh.” Users can also type in their own words or judgments to add to the matrix.


Even more compelling is that the platform enables these impressions to be shared with friends, families, and networks over social media – and even creates communities based around topics or around like-minded groups of users.

For marketers and for those tracking these judgments, Squerb’s platform quantifiably tracks, measures, and displays various qualities of opinion. The result is real-time engagement displayed on infographics and a visual map of collective opinion. In addition, “By employing a lightweight iframe approach, we’ve made it so that Squerb can be easily deployed on any website through our widgets-based API,” says Squerb’s Chief Technology Officer Robert Lee.

Biscoe remarks that Squerb can help flatten out influence in the world – users opinions are important and can interpret value. “Squerb makes it easy to express our opinions, and for our opinions to be heard and matter, by creating a fun and visual experience based around emotions and intelligence.”

Hence the Squerb motto: “Our Opinions Matter.””


Note: Squerb will be releasing Version 2 of their iOS app in the next few weeks. Watch for it on the App Store….

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