Great Question

Great Question puts customer research on autopilot - from recruiting participants, scheduling interviews, sending surveys or prototype tests - and sharing what you learn with your team.

Companies like Adidas Runtastic, O'Reilly Media & MainStreet use us to put their customers at the center of their product, design & marketing decisions.

High-Level Overview

Great Question is a user research platform designed to put customer research on autopilot, enabling companies to build stronger, customer-driven product programs. It centralizes participant panels, automates recruitment, scheduling, and running of surveys, interviews, and prototype tests, and provides tools to synthesize and share insights across teams. Its mission is to democratize research so that every team—not just professional researchers—can integrate customer insights into product, design, and marketing decisions. Great Question serves a broad range of clients, including startups and enterprises like Adidas Runtastic, O'Reilly Media, and MainStreet, helping them solve the problem of difficult, time-consuming customer research by streamlining the entire process and making it accessible to all company sizes. The platform has demonstrated strong growth momentum, raising $2.5 million in seed funding in 2021 and $13 million in Series A in 2024, expanding its team and client base significantly[1][2][4].

Origin Story

Founded in 2020 by Ned Dwyer and PJ Murray, Great Question emerged from their shared frustration with traditional customer research being siloed, inefficient, and inaccessible to most teams. Both founders previously built and sold Elto, a software company, and brought their entrepreneurial experience to this new venture. The idea was to create an end-to-end research platform that automates recruiting, scheduling, and running studies while making insights easy to share and act upon. Early traction included rapid adoption by clients like MainStreet, which booked multiple customer interviews within 24 hours of signing up, even during holiday periods, enabling quick usability feedback before product launches. The company was part of Y Combinator’s Winter 2021 batch and has since evolved to serve both startups and large enterprises[2][3][4].

Core Differentiators

• End-to-End Automation: Automates participant recruitment, scheduling, and running of interviews, surveys, and prototype tests, reducing research operations time from days to hours.
• Integrated Research Repository: Centralizes insights with AI-powered transcription, synthesis, and querying, making it easy to extract themes and share findings across teams.
• Customizable Participant Panels: Allows building and managing research-ready panels with custom attributes and integrates incentive programs to motivate participants.
• Smart Templates and AI Assistance: Provides reusable templates for surveys and interviews, with AI-suggested questions and automatic scheduling to save time.
• Enterprise-Grade Governance: Designed to meet the needs of large organizations with secure, scalable research workflows.
• Strong Client Network: Trusted by a diverse set of companies from startups to enterprises like ServiceNow, Brex, Canva, and Asana[1][4][6].

Role in the Broader Tech Landscape

Great Question rides the growing trend of democratizing user research and embedding customer insights into everyday product development and decision-making. The timing is critical as companies increasingly prioritize user-centric design and data-driven strategies but face challenges in scaling research efficiently. Market forces such as remote work, digital transformation, and the need for rapid iteration favor platforms that automate and simplify research workflows. By making research accessible beyond specialized teams, Great Question influences the broader ecosystem by accelerating product-market fit discovery, improving UX, and fostering a culture of continuous customer feedback across organizations[1][4].

Quick Take & Future Outlook

Looking ahead, Great Question is poised to deepen its enterprise footprint while continuing to serve startups, leveraging its recent $13 million Series A funding to enhance AI capabilities and expand its platform features. Trends shaping its journey include increased adoption of AI in research synthesis, growing demand for integrated research operations, and the push for inclusive, cross-functional customer insight practices. Its influence may evolve from a research tool to a central hub for customer intelligence, driving product innovation and strategic decisions at scale. This aligns with its founding vision of making research a habitual, organization-wide practice rather than a specialized function[4][6].