Great Question
Great Question is a unified UX research SaaS platform that combines participant recruitment, study execution, and AI-powered analysis. It serves over 300 product, design, and research teams across enterprise and mid-market segments.
- Company typePrivate
- Founded2020
- HeadquartersOakland, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Great Question does
Great Question is an all-in-one UX research SaaS platform that consolidates participant recruitment, study execution, and analysis into a single workflow for product teams. Founded in 2020 by Ned Dwyer and headquartered in Oakland, California (Delaware-incorporated), the company serves over 300 customer-obsessed teams across enterprise and mid-market segments, with two Fortune 5 wins and named logos including Canva, Miro, ServiceNow, Experian, Asana, Gusto, Brex, AppFolio, Flight Centre, and Procare Solutions. The platform unifies previously fragmented research methods — moderated and unmoderated interviews, prototype testing, card sorting, tree testing, surveys, and focus groups — alongside a centralized research repository and AI-powered synthesis, and is differentiated by a 6M+ verified participant panel accessed through a partnership with User Interviews.
The product is built on a cloud-native SaaS architecture with a Model Context Protocol (MCP) integration that allows researchers to operate the platform directly from AI assistants such as Claude, Cursor, and ChatGPT. AI capabilities span generative AI (AI Moderated Interviews in seven languages, Study Synthesis with inline citations), knowledge retrieval (Ask AI on the repository), process automation (auto-summaries after three completed interviews, automated transcription and recruitment), and anomaly detection (98.3% positive session rating fraud detection). AI features are delivered through OpenAI's GPT-4.1 as a third-party subprocessor and are opt-in by default. The platform integrates natively with Figma, Salesforce, Snowflake, Slack, Zoom, Microsoft Teams, Google Workspace, Okta, Azure AD, Qualtrics, Databricks, and others, and is certified for SOC 2 Type II, HIPAA (with BAA and PHI field-level encryption), GDPR/EU-US Data Privacy Framework, and CCPA.
Great Question operates a hybrid go-to-market combining product-led growth (free trial, no credit card, $99/user/month self-service plan, study setup in under five minutes) with inside sales for mid-market and white-glove enterprise field sales for Fortune-grade customers, including a dedicated migration service. Revenue streams include per-seat SaaS subscriptions, usage-based fees for external recruitment and AI moderation credits (non-refundable, rollover with renewal), and professional services for enterprise migrations. The company closed a $20 million Series A in November 2025 led by Inovia Capital, following a $2.5 million seed round in 2021 led by FundersClub, and maintains 51-100 employees across US, Australian, and European operations.
Great Question firmographics
Firmographics- Name
- Great Question
- Legal name
- Great Question, Inc.
- Website
- https://greatquestion.co
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Great Question is a unified UX research SaaS platform that combines participant recruitment, study execution, and AI-powered analysis. It serves over 300 product, design, and research teams across enterprise and mid-market segments.
- Ownership category
- akta.pro rank
Great Question industry classification
Industry- Product category
- UX Research Software
- NAICS
- Other Computer Related Services (541519)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Customer Experience (CX) & Digital Experience (BPAHAEAC)
Keywords
Where Great Question is headquartered
LocationHeadquarters
- HQ city
- Oakland
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Great Question business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Per-user subscription model with tiered plans (Self-service at $99/user/month and Enterprise with custom pricing). Annual billing with multi-year contract options. Revenue based on seat count and plan tier.
- External Recruitment Services: Fees for recruiting external participants through User Interviews panel. Separate recruiting funds required for external candidate recruitment. Credits-based system for enterprise customers.
- AI Moderation Credits: Separate credits for AI moderation services. Non-refundable credits that expire if unused prior to subscription term end, except rollovers with renewal commitments.
- Professional Services: White-glove migration services for enterprise customers, custom configuration, consulting, and training available as separate addendum.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Monthly | Self-service plan at $99/month per user |
| Subscription | Annual | Enterprise plan with customized pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Great Question product offering
Product offeringCore offering
Great Question is a cloud-based UX research SaaS platform that lets product, design, and research teams run, recruit for, and analyze user studies in one workflow. It combines a participant recruitment engine (with access to a 6M+ panel), scheduling, moderated and unmoderated study methods, and AI-powered synthesis. Customers subscribe per-seat at $99/user/month for self-service or under custom enterprise contracts with white-glove migration.
Product overview
Great Question is a unified UX research platform that combines recruitment, study setup, and analysis in one seamless workflow. The core platform includes the main Great Question application with integrated AI features (Great Question AI), a centralized Research Repository, and various research method modules including User Interviews, Prototype Testing, Card Sorting, Tree Testing, Surveys, and Focus Groups. AI capabilities are delivered through features like AI Moderated Interviews (beta), Study Synthesis, Ask AI, and auto-generated highlight reels. Additional modules include External Recruitment via User Interviews partnership (6M+ panel), Panel Management, Research Calendar, Research Incentives, and MCP Integration for AI tool connectivity. Enterprise tier adds SCIM provisioning, SAML/SSO, and advanced governance controls.
Differentiator
Problem solved
Functional benefit
Products and services
- Great Question Platform All-in-one cloud UX research SaaS that combines participant recruitment, scheduling, moderated and unmoderated study methods, a centralized repository, AI-powered synthesis, and highlight reels. Sold per-seat at $99/user/month for self-service and via custom enterprise contracts with white-glove migration.
- External Recruitment Service Paid add-on service that recruits research participants from the User Interviews panel of 6M+ verified B2B and B2C participants. Customers purchase separate External Recruiting Funds (non-refundable credits that roll over with renewal commitments) to access the panel with first-match-under-an-hour SLA and industry-leading fraud detection.
Quantifiable outcome
- 20% increase in research participation rate, 60% decrease in no-shows, approximately 1 week saved per study
- +6 more outcomes
Companies that use Great Question
Customer profileNamed customers15 records
Segments7 records
Ideal customer profiles3 records
Great Question technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration16 records
AI capability9 records
Feature8 records
Great Question partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and supporting.
- User InterviewscorePartnership bringing access to User Interviews panel of 6M+ verified B2B & B2C research participants. First match in under an hour with industry-leading fraud detection (98.3% positive session ratings). Integration allows recruitment through Great Question platform with better quality, broader reach, and more consistent pricing.
- FigmacoreNative Figma prototype testing integration. Users can test Figma prototypes with real users on desktop or mobile directly within Great Question platform.
- SlacksupportingSlack integration for notifications and sharing Great Question links with contextual information displayed via Slack unfurls.
- SalesforcesupportingCRM integration allowing teams to filter, segment, and recruit directly from their Salesforce customer database.
- SnowflakesupportingData warehouse integration supporting Key Pair authentication for importing candidates and accelerating research processes.
- ZoomsupportingZoom integration for recording interviews and live streaming sessions. Improved import and recording quality.
- MicrosoftsupportingMicrosoft integration including Teams meeting recording and calendar synchronization.
- GooglesupportingGoogle Calendar and Google Meet integration for scheduling and recording research sessions.
- OpenAIcoreAI features provided through OpenAI OpCo, LLC as third-party service provider. GPT-4.1 used for Ask AI and other AI functionality on platform. AI features disabled by default with customer opt-in.
- OktasupportingSAML integration via Okta for enterprise identity and access management.
- WebexsupportingWebEx integration for video conferencing as meeting location option for research sessions.
- ZapiersupportingZapier integration (Beta) for workflow automation and connecting Great Question with other tools.
- QualtricssupportingQualtrics integration allowing survey responses to flow into Great Question results.
- DatabrickssupportingDatabricks integration for importing candidates and data analytics connectivity.
- BigQuerysupportingBigQuery integration via Zapier for data warehouse connectivity.
- Azure ADsupportingSAML integration via Azure Active Directory for enterprise identity management.
Scale indicators13 records
Recent moves6 records
Expansion highlights5 records
Great Question competitors and assessment
Company assessmentBroad incumbents
- Qualtrics: Qualtrics is a large-scale experience management platform covering survey design, customer experience, and market research. It has a direct Great Question integration and competes for enterprise research and CX budgets with a much broader portfolio.
- Hotjar: Hotjar offers heatmaps, session recordings, surveys, and feedback widgets as part of a broader experience analytics suite. It overlaps with Great Question's unmoderated research and survey capabilities and competes for product and marketing buyers.
Direct peers
- UserTesting: UserTesting is the largest incumbent in the user research platform category and the primary competitor Great Question explicitly displaces. It offers unmoderated and moderated research, participant panels, and AI-driven insights, mirroring Great Question's end-to-end positioning.
- UserZoom (now part of UserTesting): UserZoom is an enterprise UX research platform for moderated, unmoderated, and survey-based research, now combined with UserTesting. It competes directly with Great Question's enterprise offering and shares the same Fortune 500 buyer.
- Sprig: Sprig delivers in-product surveys, concept testing, and AI-powered research analysis targeting product teams. It competes with Great Question's survey, concept test, and AI synthesis capabilities, particularly for product-led growth buyers.
- Maze: Maze provides rapid, automated user research for product teams, including prototype testing, card sorting, tree testing, and surveys. It overlaps with several of Great Question's research method modules and competes for product manager and designer budgets.
- Lookback: Lookback provides moderated and unmoderated user research with live observation and high-quality recording. It overlaps with Great Question's interview and observer rooms features and is a comparable solution for qualitative UX research teams.
- Dovetail: Dovetail is a leading customer research and insights platform with AI-powered transcription, tagging, and synthesis. It overlaps directly with Great Question's research repository, synthesis, and AI features, and competes for the same UX researcher buyer.
Others
- User Interviews: User Interviews is both a Great Question partner (providing the 6M+ participant panel) and a market participant in B2B/B2C research participant recruitment. While not a head-to-head platform competitor, it represents a supply-side dependency and partial alternative for buyer-managed recruitment.
Emerging players
- Respondent.io: Respondent is a participant recruitment marketplace for B2B and consumer research. It overlaps with Great Question's external recruitment offering and was a former panel partner before User Interviews.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Great Question social profiles
Digital presenceGreat Question compliance and trust
Trust signalCompliance4 records
Great Question financial estimates
Financial estimateRevenue estimate
Valuation estimate
Great Question leadership team
Management profileNumber of profiles
Profiles3 records
Great Question funding detail
Funding detailFunding overview
Funding rounds4 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Great Question M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Great Question
What does Great Question do?
Great Question is a cloud-based UX research SaaS platform that lets product, design, and research teams run, recruit for, and analyze user studies in one workflow. It combines a participant recruitment engine (with access to a 6M+ panel), scheduling, moderated and unmoderated study methods, and AI-powered synthesis. Customers subscribe per-seat at $99/user/month for self-service or under custom enterprise contracts with white-glove migration.
Is Great Question a public or private company?
Great Question is a private company. It is classified as venture growth investor backed and is currently operating.
When was Great Question founded?
Great Question was founded in 2020. It employs 51 to 100 people.
Where is Great Question based?
Great Question is headquartered in Oakland, United States, in the North America region.
How does Great Question make money?
Four revenue lines are on record. SaaS Subscription is the primary driver. The others are external Recruitment Services, AI Moderation Credits and professional Services.
Who are Great Question's main competitors?
Broad incumbents on record are Qualtrics and Hotjar. Direct peers are UserTesting, UserZoom (now part of UserTesting), Sprig, Maze, Lookback and Dovetail. User Interviews is listed as an others. Respondent.io is listed as an emerging player.
Does Great Question have an API?
Yes. Great Question API enables programmatic access to the platform for integrating with external systems, candidate management, and study operations. API tokens are referenced in the changelog documentation. Available for enterprise use. Developer documentation is at greatquestion.co/support/integrations/great-question-api.
What industry is Great Question in?
Great Question's product category is UX Research Software. Its primary akta.pro industry code is BPAHAEAC, Customer Experience (CX) & Digital Experience. Its NAICS code is 541519 and its SIC code is 7372.