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Great Question
All-in-one UX research platform that combines participant recruiting, a research CRM, interviews, surveys, and an AI-tagged insights repository.
Product, design, and research ops teams at software companies that want to replace several research tools and let non-researchers run studies safely.
Teams that only need occasional unmoderated tests, or very small teams that will not use recruiting and repository features.
Verdict
Great Question is a UX research platform co-founded in 2020 by chief executive Ned Dwyer and PJ Murray. It combines participant recruitment, a research CRM, mixed-method studies, AI moderation, and an AI-powered repository, and customers listed on its site include Brex, Canva, Miro, and Gusto, with SOC 2, GDPR, and HIPAA compliance. It matters because research often stalls on recruiting and scattered findings, and Great Question puts both in one governed system that product managers can use without a researcher in the room.
Score Breakdown
How Great Question scores in the categories that matter to its buyers.
Pricing
Great Question lists a self-serve seat price with a 14-day trial. Enterprise is annual and custom.
| Plan | Price | What stands out |
|---|---|---|
| Self-serve | $129 per seat / month | Up to 5 seats, unlimited observers; 2 months free on annual |
| Enterprise | Custom | 5-seat minimum, annual only; priced by modules and CRM size |
The Field at a Glance
How Great Question compares with other AI customer research & insights vendors we reviewed, by Overall Score and relative typical engagement cost.
Great Question scores 7.8 in AI customer research & insights, under Dovetail (8.0), level with Maze (7.8), and ahead of Outset (7.7) and Sprig (7.4). Relative cost lands mid-band for this subcategory.
Use-case matrix
| Use case | Fit | Notes |
|---|---|---|
| Recruiting your own customers | Strong | Panels sync from Salesforce, Snowflake, or Databricks. |
| External participant panels | Strong | Embedded panel of 7.5M+ B2B and B2C participants. |
| Research from AI tools | Strong | An MCP server lets teams run studies from AI assistants. |
| Regulated industries | Strong | HIPAA compliance across the research process. |
| Large unmoderated test volume | Mixed | Covers it, but the platform centers on recruiting and CRM. |
| Very small budgets | Weak | Seats start at $129 a month each. |
Who it’s for
Good fit
- Research ops teams
- Product teams running weekly discovery
- Fintech and health companies with compliance needs
Poor fit
- One-off usability tests
- Solo founders
- Teams needing only survey software
Review Excerpts
Below are excerpts from public reviews. Our team scoured public reviews, forums, and chat rooms to get a balanced view of customers' experience with this company. Paid reviews and pay-for-play sites such as Clutch were excluded.
Brex runs research across every product team on Great Question, moving its discovery cadence from quarterly to weekly and growing the number of people making evidence-based product decisions from 10 to more than 100 in the first year.
“In addition to the $15k we’re saving a year, I have a lot more licenses for our team with Great Question.”
Self-serve seats cost $129 a month each and the plan stops at 5 seats; larger teams move to an annual-only Enterprise contract with custom pricing.
Company Facts
- Founded
- 2020 (CB Insights)
- Headquarters
- Oakland, California, United States (CB Insights)
- Employees
- About 41 (Y Combinator)
- Total funding raised
- $15.63M (CB Insights)
- Key investors
- Y Combinator, Character Capital, January Capital, Inovia Capital, FundersClub (CB Insights)
- Accelerator
- Y Combinator, Winter 2021 batch (Y Combinator)
- Website
- greatquestion.co
Key Leadership
Ned Dwyer
Co-founder and CEO
Methodology
This page is an independent evaluation of Great Question for buyers comparing options in ai customer research & insights. AI Industry Reviews accepts no sponsorships, advertising, or pay-for-placement fees. Great Question did not pay for this review.
What we scored
The headline number is an Overall Score on a 0-10 scale. Eight criteria sit under it in two groups.
- Buyer outcomes (for ai customer research & insights)
- Participant recruiting
- Breadth of research methods
- Governance for non-researchers
- Cost for small teams
- Company & commercial
- Innovation & product leadership
- Project management & communication
- Pricing
- Contract fairness
Pricing measures whether the price looks fair for the value delivered, including packaging and renewal friction that show up in real buying cycles.
Score Composition
| Input | Weight | What it covers |
|---|---|---|
| Reviews | 40% | A proprietary read of what practitioners say about likes, complaints, and day-to-day use, including public review sites, forums, and private chat rooms. Paid reviews and pay-for-play sites such as Clutch are out of scope. |
| Product | 35% | Hands-on look at screens and workflows. |
| Pricing | 15% | Whether the price looks fair for what you get. |
| Docs & training | 10% | Docs, tutorials, and training material. |
How we balanced the evidence
The Overall Score is the simple average of the eight criteria. Recommendation language follows that score and the fit pattern described above.
Scope
Great Question is graded here as ai customer research & insights. Criteria scores can move as more review volume and product checks are added.