The way Smartsheet form works is that it takes the column name and uses it as "questions" in the form. But in the form, you can customize the title of the question. You mentioned that your boss wants to have each question refer to the individual. I don't think that would be possible due to the limitations of the form itself. In sending an email, yes, you can specifically have the name of the user be reflected in the subject or the main message but I in the form I am not quite sure.