Great Question's 2023 Review

Jack Wolstenholm
January 10, 2024
Great Question's 2023 Review

2023 was a busy year at Great Question.

From major releases to quality-of-life improvements, we shipped a ton of new product features — all to advance our mission of democratizing UX research.

We also hosted our first virtual conference, People Who Do Research; sponsored and spoke at Config, UXR Conf, and ReOps Conf; launched our Customer Stories hub; grew our team across Sales, Marketing, and Engineering; and got together in Las Vegas for our annual company offsite.

Let’s recap.

Big product releases

✨ AI Suggestions

We believe AI should empower UX researchers, not replace them. That’s why we built AI Suggestions — to help streamline your research workflow and save time.

Great Question uses AI to suggest:

  • Interview summaries to recap what you learn and share with your team
  • Survey questions and highlights based on the research goal you set
  • Titles and tags to organize all of your research artifacts

For help getting started, read our AI guide. To learn more about our vision for AI in UX research, check out AI manifesto.

🔁 Continuous Interviews

Wouldn’t it be nice if you could run continuous discovery without all the logistics? With Great Question's Continuous Interviews, you can.

Set up your candidate shortlist, calendar, and invitation once, then turn on Continuous Availability and Continuous Invites to talk to your users as often as you want, for as long as you want. No hacks or workarounds — just set-and-forget recruitment and scheduling for your user interviews.

For help getting started, read our Continuous Discovery guide.

🌎 External Recruitment

Great Question has everything you need for research with your own users. But what if you need participants who haven’t used your product?

With External Recruitment, you can recruit from Respondent’s panel of over 3 million verified B2B and B2C research participants in more than 150 countries, right in Great Question. Simply tell us who you want to recruit, ask screener questions to find qualified participants, and invite them to your study.

For help getting started, read our External Recruitment guide. To learn more about our partnership with the leader in B2B and B2C participant recruitment, read our launch announcement.

▶️ FigJam Integration

From brainstorm to build, FigJam helps teams collaborate in real time.

With our Research Synthesis Widget, you can push highlights, reels, and tags from your Great Question studies directly into FigJam for deeper analysis, white boarding, and collaboration. This makes it easier to put the voice of the customer at the center of product decisions.

Try the Research Synthesis Widget here. For help getting started, read our FigJam guide.

🔎 Focus Groups

In 2023, we added Focus Groups to our suite of mixed methods tools.

You can schedule and run sessions with multiple candidates on your favorite video conferencing platform, like Zoom, Google Meet, or Microsoft Teams. Keeping calendar invites separate for each candidate protects customer PII, and you can also leverage other Great Question scheduling functionality like Waitlists and Observer Rooms.

For help getting started, read our Focus Groups guide. You can also learn more about participant management for focus groups here.

🔒 HIPAA Compliance

From SOC 2 and GDPR compliance to regular penetration testing, Great Question has put data privacy and security first since day one. This year we became HIPAA compliant, too. 

Our HIPAA Compliance add-on protects customer health data at every step of the research process. Securely import from Salesforce or Snowflake, mark any custom attribute as PHI, and keep PII and PHI obfuscated by default.

Learn more about our HIPAA add-on here.

👀 Observer Rooms

Research is the fastest way to understand your customers’ problems. But inviting your team to join can run your interviews off the rails: participants may become distracted, while moderators get bogged down with extra admin work.

Observer Rooms make it easy to invite more team members to watch live customer interviews without overwhelming participants or adding admin work. To set up an Observer Room, simply toggle on “Observers” while creating a study in Great Question. You can add as many Observers as you like, with unique calendar and video conferencing links automatically sent to each. 

For help getting started, read our Observer Rooms guide. You can also check out our launch announcement here.

✅ Qualtrics Integration

Our Qualtrics Integration allows you to import Qualtrics survey data directly into Great Question.

Using our study management tooling for Qualtrics surveys centralizes your quantitative data with your other research activities, like qualitative data from user interviews and the research calendar you use for scheduling them. It also enhances recruitment for future studies: every Qualtrics survey response can be used as a custom attribute for future candidate filtering and segmentation.

For help getting started, read our Qualtrics guide.

💡 Synthesis

Great Question makes it easy to turn research data into compelling highlights, reels, and insights you can share with your team.

With Synthesis, you can group highlights into themes to visualize relationships and patterns across your research data. Start with tags and group those into themes or start from raw data and group based on other parameters. Then embed in your Insights or share directly with your team.

For help getting started, read our Synthesis guide.

🤝 Teams (Beta)

Research is a team sport. You need a research tool that allows you to collaborate and share what you learn with stakeholders.

Teams are dedicated groups you can create in your Great Question workspace with custom branding. Members can be into dedicated teams, or added to multiple teams, depending on the type of work they do and the access they need. Candidates can be assigned to dedicated teams to ensure they are only contacted by certain members for certain studies. Studies can be moved into teams to ensure candidates are shortlisted from the respective team's candidate list.

For help getting started, read our Teams guide.

📧 Weekly Digest Emails

Weekly Digest Emails are a snapshot of your account’s weekly research activity, delivered to your inbox every Monday. 

They make it easy to keep track of the number of new studies created, interviews scheduled, and artifacts created. They also highlight upcoming interviews and recent artifacts that have been created. 

Learn how to enable Weekly Digest Emails here.

Small, but impactful features

  • Time proposals and waitlists
  • Rich text emails
  • Transcript downloads
  • Custom branding
  • Participant segments
  • Survey previews

Quality-of-life improvements

  • New study creation flow
  • New study repository
  • New navigation
  • New interview room UI
  • Repository improvements
  • Updated custom attributes
  • Redesign of artifacts with global share settings, download/export
  • Image zoom for survey/screener questions
  • Improved transcript quality
  • Ability to use Venmo and PayPal as incentive options
  • Ability to scale to 10 million candidate records and beyond
  • Send Great Question data to Salesforce contacts
  • Support for Azure AD SAML
  • Custom consent is available on all paid plans
  • Edit artifact titles from the slide-out context
  • Add labels to cards


This past year, we made a number of changes to simplify our plan structure.

This included adding a Personal plan (it’s free — forever) and updating our Team and Enterprise plans.

We also increased limits on all plans including custom consent and, for enterprise plans, added the ability to buy Great Question in modules, like our Research CRM and UX Repository.

To learn more, view our pricing here.

User activity

In 2023, our customers ran 3,584 research studies in Great Question. Across these studies, they ran a total of 10,210 customer interviews which were then consumed a total of 40,280 times.

On average, a customer interview was conducted in Great Question during every hour of 2023.

In doing so, our customers also paid out $507,469 in incentives to their research participants — conveniently, in the same place they conducted their research.

Our first conference

In February, we hosted our first conference: People Who Do Research (PWDR). The day-long was virtual event was packed, with some of the brightest minds in Research, ResearchOps, Product, and Design from companies like Google, Spotify, and Figma coming together to share their insights and expertise.

If you missed it (or would like to revisit), you can view all PWDR speaker session and panel recordings here.

Our happy customers

Our customers are the best. To show our appreciation and share why they trust Great Question as their home for UX research, we launched our Customer Stories Hub, featuring:

Our growing team

In May, our fully-remote team got together in-person, with folks from as far as Brazil and Poland traveling to Las Vegas for our annual company offsite.

Throughout the year, we also grew our team across Engineering, Sales, and Marketing, welcoming:

  • Eric Schell, Senior Software Engineer
  • Royce Tran, Business Development Representative
  • Kihyun Lee, Business Development Representative
  • Jack Wolstenholm, Content Marketing Lead

Coming in 2024

That's a wrap for 2023. Now — what's next?

In early 2024, expect to see major announcements for:

  • Unmoderated 💭
  • Calendar 🗓️
  • AI ✨

Stay tuned!

Jack is the Content Marketing Lead at Great Question, the end-to-end UX research platform for customer-centric teams. Previously, he led content marketing and strategy as the first hire at two insurtech startups, Breeze and LeverageRx. He lives in Omaha, Nebraska.

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