about

Democratizing customer research

We're on a mission to make that a reality.

Talking to your customers to truly understand them is the basic building block of building something great. Yet 95% of the companies we talked to said they're not doing any, or not enough, customer research.

So what was holding them back?

Most companies today aren't setup with the systems to make customer research a part of their decision-making processes. When you make it hard to do customer research — whether it's a customer interview, prototype test, or survey — you make it easy to make decisions that don't meet the needs of your customers.

We're changing this.

Great Question unifies the entire research process — from recruitment and scheduling to interviews, analysis, and sharing — in one AI-powered platform built for researchers, product designers, product managers, and more.

We’re helping enterprises remove friction and scale research across their organizations, turning insights into a shared, always-on capability. Just as Figma democratized design, we’re democratizing research. Because when everyone can engage with customers, companies build faster, smarter, and with greater impact.

Our Values: C.R.A.F.T.

We're building a great product and a great place to work, fueled by a great team built on these values.

Customer Obsessed

We are obsessed with understanding our customers, not just pleasing them. We uncover the why behind their needs and then figure out how we can address them to drive business progress.

Relentless Prioritization

We focus on the work that moves the needle for the business and our customers. We protect time and attention fiercely, and ensure what we ship actually matters. We use research to accelerate innovation and reduce risk.

Always Great

We continuously raise the bar. We don’t tolerate mediocrity. We balance speed with rigor, shipping often but never carelessly.

Froth

We create space for fun, play, and appreciation with each other and with our customers. We take the work seriously, but never ourselves.

Trust in Action

We build trust through openness, candor, and kindness. We honor our commitments as promises, showing authenticity, ownership, and follow-through. We lead with solutions, communicate with clarity, and close the loop with empathy and reliability.

See the all-in-one UX research platform in action

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Talking to your customers to truly understand them, and get feedback about what you are creating is the basic building block of building something great.

Yet 95% of the companies we talked to said they're not doing any, or not enough, customer research.

So what was holding them back?

Most companies today aren't setup with the systems and processes to make customer research a part of their decision making processes.

When you make it hard to do customer research - whether it's a customer interview, a prototype test or a survey - you make it easy to make decisions that don't include the needs & wants of your customers.

We're changing this.

Our values

We're building a great product and a great place to work, fueled by a great team built on these values.

Froth: work should be fun

We leave space for having fun- with our colleagues and by working to make our customers' work more delightful. If it's not fun, we should re-evaluate our decisions. We're playing a long game here.

Solve for the customer

We exist to serve our customers as they seek to build some of the most innovative products in the world, backed by their research efforts. We continuously ask ourselves how our product, our marketing, our business serves the needs of our customers.

Quality matters

We want to be known as a quality product, and seek to find ways to do this while balancing speed to ship. We understand that context is king when it comes to quality; a beta feature or an experiment has a different quality bar to a public launch to enterprise customers.

We ship: time to value is critical

We move fast to get our product into the hands of customers as quickly as possible, only then is it real. We ship to solve problems, not to create new ones; we manage expectations of stakeholders on projects shipped through speed over quality.

Continuous Improvement

We thrive on feedback from our peers, and our customers. We are always seeking to improve ourselves, our work, and our product. We’re thoughtful in providing feedback, graciously receiving feedback, and deciding whether to accept or incorporate it into our work. We take failures and losses as lessons to learn from.

Sign your name: accountability & autonomy

We do what we say we will do, and hold ourselves to a high standard for delivering the highest quality work every day. Where you don’t have enough understanding of a problem, or of your priorities, you do the work to gain that understanding - whether researching, writing it out, or asking your colleagues.

Disagree & Commit

We believe in healthy debate and know that our team is best served by pushing each other on our opinions. But, once a decision is made, we rally to deliver the work.