From major releases like Great Question AI and unmoderated prototype testing to dozens of product quality improvements, we shipped a ton of new features — all to advance our mission of helping teams democratize UX research, safely and at scale.
We also sponsored and attended conferences across the globe, published the first edition of our UX Research Tool Buyer’s Guide, collaborated with Kate Towsey and the Cha Cha Club on the "It's a Great ResearchOps Question" podcast, grew our team across every department, and hit Mexico City for our annual company offsite.
Before pressing forward into 2025, let’s hit rewind and celebrate 2024.
Great Question user activity
In 2024, our customers conducted a total of 10,586 research studies in Great Question, a 104% increase from 2023.
Across these studies, they ran a total of 27,041 customer interviews, a 287% increase from 2023. That's an average of three customer interviews conducted in Great Question every single hour of 2024, compared to one conducted every hour in 2023.
To thank their research participants for their time and feedback, our customers paid out $1,186,277 in incentives, a 160% increase from 2023.
Product releases
Unmoderated Prototype Testing
In 2024, we added Unmoderated Prototype Testing to our suite of research methods. Now, you can get fast, async user feedback on Figma prototypes and live websites in Great Question. Testing is supported on desktop and mobile, and it’s browser-based, so users never have to download an app to participate. Here’s how it works:
Set up and launch a study in minutes. Sync with Figma to add a prototype link or website URL, set device type and recording permissions, and add tasks and survey questions for users to complete.
Test async with anyone, anywhere. Integrate with your CRM or import a CSV to test with your own users. Or, recruit from Respondent's panel of 3M+ verified B2B and B2C participants, right in Great Question.
Analyze user feedback from every angle. View prototype performance at a glance with metrics, timelines, paths, and click maps. Dig deeper with recordings and transcripts, and create highlight reels to share with your team.
This is the first of many unmoderated methods coming to Great Question. Coming in 2025:
Card Sorting
Tree Testing
And more!
Great Question AI
Every great researcher deserves a great sidekick. That’s why in 2024, we released a massive upgrade to Great Question AI designed to help you level up your research synthesis and operations.
Like having your own research assistant, Great Question AI fits seamlessly into your workflow to help you summarize and extract insights from entire studies, while meeting high standards for transparency and privacy. Key features include:
Ask AI: Query entire studies with up to 50 hours of interview data in seconds. Ask for quotes, insights, answers to questions, or a custom summary or report.
AI-Assisted Synthesis: After every interview, Great Question AI can automatically generate a summary, chapters, highlights, and tags.
Workflow Integration: Great Question AI fits seamlessly into your workflow through a collapsible sidebar so it doesn't interrupt your research process.
Traceability: Every quote in AI responses links to its original transcript, so you can quickly jump to the moment it occurred to verify accuracy.
Privacy: PII is masked from AI and never used in training models.
For researchers, scheduling issues come in all shapes and sizes. Without the right tooling in place, they can derail your studies and limit your impact.
With our research calendar, we tackled and solved many of the biggest scheduling pain points in Great Question's early days. And yet, there's always room to refine our functionality and make the experience even smoother for everyone involved. So, this past year we revamped our scheduling experience for maximum flexibility and collaboration between you, your participants, and your team.
Sync with the tools you know and love like Google, Microsoft, and Zoom
Choose between 1:1, collective, and round-robin scheduling styles
Customize your availability with scheduling limits, notices, and buffers
Enable participant time proposals and waitlists, and preview their experience
Invite your team to hear the voice of the user firsthand with observer rooms
Research democratization isn’t a free-for-all. Doing it successfully means doing it safely, which requires the proper guardrails for your team’s needs.
In 2024, we added the ability for enterprise customers to create custom eligibility rules that make it easy to:
Prevent candidates from being over-contacted or over-participating
Filter out candidates who have no-showed, opted out, or are unresponsive
Apply other guardrails for contacting candidates your team might need
This helps keep your panel healthy and engaged, and ensure you're talking to the right customers for research. We've also centralized all existing governance controls so you can:
Manage who can do what with flexible access permissions for every role
Keep research compliant with SOC 2, GDPR, and HIPAA at every step
Reduce your data footprint and comply with data retention policies
All in one place. Think of it as your control center for research data.
Slack unfurls: Share Great Question links in your connected Slack account and display key details about your study or artifact. This makes it easier to keep your team in the loop (plus, it's more inviting than a plain URL without context).
Ad hoc emails: Send one-off emails to participants from within your study. Reach out and communicate about their participation, gather additional information, or whatever else you may need.
Study reporting: Review statistics and get a holistic view of your account's study performance, such as usage by study type and recruitment duration for interviews.
Manual scheduling and rescheduling: Already know now when you want to book a session with someone? Now, you can manually schedule and reschedule. Doing so will send through the calendar event(s), as well as create meeting recording rooms and observer room links.
In-person scheduling: Select a physical location to interview your participants for a more personal experience. Simply type in the name or address of the location that you want to conduct your interview at along with any instructions, and this information will be included in the calendar event(s).
Screener invite batches: Batch-sending your screener invites prevents you from contacting too many people at once. Define how many invites to send, and when to start and stop sending them. This helps you maintain a healthy relationship with remaining candidates who can participate in other studies.
Non-video highlights: Easily clip text and image highlights from your interview notes, the same way you would a video highlight, to share the voice of the customer with your team.
Quality-of-life improvements
Email sender selection: When selecting a sender for you email, you can now see who can send emails based on their role, account status, or integration status. You can also search by name and email.
Email logs: Track participant engagement and gain more insight into your email deliverability and engagement, allowing for quicker analysis and participant management.
Study email alerts: Prevent errors when sending emails through Great Question and ensure participants have a smooth experience participating in your studies. For example, if you’re sending an invite to schedule a participant, but you’ve reached your participant limit, we’ll remind you and give you a path to quickly resolve the issue before sending emails.
Customize ALT text for survey images: Improve the accessibility of survey forms by customizing the ALT text when attaching images to your questions. For folks who use screen readers, this text will be read aloud.
New CSV import flow: Import your existing research candidates with our new CSV import flow for a better experience and visibility.
New external recruitment form: This update improved usability and access to features and settings when creating a external recruitment request for Respondent's panel in Great Question.
Improved moderator change feature: Easily change moderators and scheduling styles for your interview studies directly from the Moderator's section.
Calendar troubleshooting: Not seeing the expected calendar availability? Use our new troubleshooting feature to see why certain days or times are unavailable and identify changes needed to free up space.
Customized studies table: Customize your Studies table to reflect what matters most to you and see more details, such as study owner, creator, moderator(s), and all collaborators. Use the ➕ to choose which attribute columns show in the table.
Calendar event details: Get full visibility into all of your calendar event details at a glance. In addition to date, time, and duration, our improved calendar event view displays title, description, attendees, and timestamps for both the participant event and observer room event.
Customer froth
Our customers give us all the feedback — the good, the bad, and the ugly. And we love them for it, because we're always learning, growing, and improving.
Here are a handful of our favorite customer quotes from 2024 (well, the good ones anyway 😉).
{{emily-drumm-1="/about/components"}}
{{olivier-thereaux-1="/about/components"}}
{{jadyn-aguilar-1="/about/components"}}
{{boaz-douyon-1="/about/components"}}
{{raz-schwartz-1="/about/components"}}
{{michel-ferry-1="/about/components"}}
Conferences & events
Advancing Research — NYC
In March, we kicked off our 2024 conference schedule with Advancing Research in New York City. Rosenfeld Media's groundbreaking conference created by researchers for researchers never disappoints.
Config — San Francisco
In June, our team returned to Config for the third time. Figma's annual conference for people who build products was the perfect scene to spread the word about our new unmoderated prototype testing feature.
ResearchOps Community Meetup — NYC
In August, we teamed up with the ResearchOps Community to host a post-work hangout for Researchers and ResearchOps professionals in and around New York City.
DesignOps Summit — Virtual
In September, we attended Rosenfeld's DesignOps Summit 2024, the premier online conference for people who lead design operations and teams.
In October, we took on Dublin for UXDX EMEA 2024, the conference that breaks down barriers between Product, UX, Design, and Dev to build better products, faster, together. Aside from the great conversation, product demos, and free swag at our booth, we also hosted two breakout sessions and a fun run through the streets of Dublin.
To kick off December, we joined People of Research for their London Community Social. If you're looking to build connections in the industry, we highly recommend checking out this growing community.
Tool Talks Mini-Conference — Virtual
Then we linked back up with the ResearchOps Community again for the Tool Talks Mini-Conference, where we explored the perils and pleasures of research tools. Session recordings from an epic lineup of speakers coming soon.
UX Research Holiday Party — San Francisco
And last but certainly not least, we had the pleasure of hosting our second annual UX Research Holiday Party with Steve Portigal. It was incredible to see so many familiar faces and welcome new friends as we celebrated a year of insights and innovation in UX research. Thanks to all who joined us!
Podcasts & webinars
“It’s a Great ResearchOps Question” Podcast
This year, we had the privilege of collaborating with the Cha Cha Club — a members’ club for dedicated ResearchOps professionals — on a limited edition podcast series. Six great questions, tackled by six great panels of ResearchOps pros, all hosted by the great Kate Towsey.
Ep. 1: What are the challenges and opportunities of AI for ResearchOps? Featuring Jess Lewes, Jared Forney, and Tim Toy
Ep. 2: In a democratized research environment, how can ResearchOps support the needs of a centralized UXR team while catering to an "army" of People Who Do Research? Featuring Lauren Galanter, Emily DiLeo, and Dan Gottlieb
Ep. 3: What steps should ResearchOps take to transform its relationship with research into a strategic partnership rather than an administrative service? Featuring Pedro Vargas, Carolyn Morgan, Carina Cook, and Caitlin Faughnan
Ep. 4: How can I build a compelling business case to convince leadership to establish the first ResearchOps position in the company? Featuring Emily Wever, Shannon Lu, and Bryna Tsai
Ep. 5: What are the pros (and cons) of ResearchOps reporting into research versus other ops, like ProductOps or DesignOps? Featuring Stephanie Marsh, Shane Olbourne, and Ed Lyon
Webinar: Building the First Data-Driven Career Ladder for UX Research with Drill Bit Labs
In October, we sat down with Thomas Stokes and Lawton Pybus from Drill Bit Labs to drill deeper into the motivations and methodologies behind their data-driven career ladder for UX research. Key findings from their analysis of over 1,400 job descriptions included:
How responsibilities change when moving into more senior UX research positions
What educational and experiential qualifications are common in various positions
How hiring managers and HR professionals can better define responsibilities for their teams
The most effective ways to prepare to enter the current UX research job market
The best ways to set yourself up for success when transitioning between IC and management roles
Be sure to also check out Part I, Part II, and Part III of Thomas and Lawton's original report.
Webinar: Funding Your Vision: Winning Budget for ResearchOps in 2025 with Kate Towsey
In November, we chatted with Kate Towsey about effective strategies for demonstrating the value of, and securing budget for, ResearchOps. Drawing insights from Kate's expertise and her instant hit, Research That Scales: The Research Operations Handbook, we discussed how to position research as a critical investment and as a "money magnet" for research initiatives.
Whether you’re a ResearchOps professional looking to secure funding for the year ahead, or a research or design team lead interested in optimizing research investments for better business outcomes, Pothis session can help you advocate for your research operations efforts and set yourself up for success in 2025.
The team behind it all
In 2024, we grew our global remote team from 19 to 32 full-time employees with world-class hires across Design, Engineering, GTM, Success, and Support. And in October, we got together in-person for a week of collaboration, planning, and team building in Mexico City.
Interested in joining the team? Apply today — we'd love to see you in our 2025 review. 😄
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written by
Jack Wolstenholm
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Jack is the Content Marketing Lead at Great Question, the all-in-one UX research platform built for the enterprise. 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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