Customer Research Best practices

UX Research is better when it's integrated

December 5, 2022
6 min
UX Research is better when it's integrated

Researchers or people who do research have many tools to support the varied tasks required to conduct a study. From participant recruitment to various research methods to calendaring and synthesis, the variation in tasks is wide. But, doing each of these respective tasks in different systems adds a layer of complexity and additional points for error. 

Here are just a few of the tool categories researchers are using today. The list of actual tools that exist within these categories is LONG. 

Integrations with Great Question
  1. Recruitment
  2. Scheduling
  3. Methods/Conducting
  4. Incentives
  5. Synthesis & Analysis
  6. Insight Creation

While we’re trying to solve this problem of “too many tools,” we know that there are existing tools you don’t want a research platform to replace. Tools like your email, calendar, meeting platform, or incentive tool are probably not something researchers can change across their organization, nor would they want to.

That’s why we built our integrations.

We have a series of integrations that support every step in the research process.

Research recruitment integrations

We know that customer data doesn’t live in your research platform, nor should it. But, sometimes, accessing that data means more administrative tasks, downloading and uploading CSV’s, potentially editing data, or even exposing PII. None of that sounds fun, and it keeps researchers busy, NOT doing research. 

We’ve built integrations with Snowflake, Salesforce and Zapier that update any amount of currently available customer data to be brought into Great Question, and subsequent updates to contact preferences or profiles can happen automatically, without the hassle of an export and re-import and data cleansing every week. 

If you are using Snowflake or Salesforce to house your customer data and you are tired of always asking for a list… we can probably help. We also have a Zapier integration that can connect other CRM’s like Hubspot, etc. 

We also built integrations to make recruitment more personal. 

If you are recruiting research participants, don’t you want emails to come from your email domain? Maybe even in some cases, you WANT the researcher's email address to be the “sent from” email address. Before, this was a painful mail merge or BCC process. Not anymore. Our integrations with Gmail and Microsoft Outlook mean you can pick what email address you want emails to come from, but no matter what, they come from your domain. Participants aren’t weirded out when they get a random email. They’re more trusting and willing to participate, knowing it’s coming from a company they recognize. 

Scheduling integrations

Remember when Calendly became a thing? Remember how great it was that you could just let people book time on your calendar? Remember when you could mash up multiple people’s calendars into one and then send a link out to folks to book on a shared calendar? 

Yeah, we built the same thing. It takes into account your existing Google or Microsoft calendar and even the calendars of your fellow stakeholders that want to participate in a customer interview. You can let people book customer interviews at times that work for everyone. In one click, there are no additional fields for your customers to fill out because we already know who they are. The booking just shows up for everyone. 

Methods/Conducting Research

We have surveys, customer interviews, and unmoderated studies that can all be executed right in Great Question. Still, we also let you add a link to any research tool you already use (ex. CardSort or Diary Study). So, you can still manage participants, invites, reminders, incentives, and synthesis all in one place. 

When it comes to customer interviews, this is where we shine. Not only can you let people book time on your Google or Outlook calendars, but you have research-specific needs layered in that can make your calendar work for you.  Here are a few features our customers seem to love:

  • Pick your interview style: round robin, standard 1:1, or collective (research is a party)
  • Check for conflicts: It’s such a small thing, but when you pair the ability to check for conflicts with a collective booking you just made research work for everyone!
  • Observers: let interested parties just show up and listen. They don’t need a Great Question account. Just show up to the Zoom room that’s in their everyday calendar. 
  • Duration: pick WHATEVER duration works for you
  • Booking limits: You can set a max number of meetings to be booked in a day, protect your sanity and be ready to conduct great interviews
  • Buffers between calls: because everyone needs a breather between calls
  • Minimum scheduling notices: so you aren’t surprised when you have an interview FIRST thing in the day. 

Meeting platforms

We integrate with Teams and Zoom, so when you add a “location” in your calendar invites, new Teams and Zoom links are automatically generated for each call. And the integrations are set at an account level, so you don’t have to reset them for every study. You just get to pick your integration from the dropdown once, and you are done. And those links work for observers without any additional lift from you! 

Recordings & Transcriptions

Our robust Zoom integration means every interview is automatically recorded. Those recordings are automatically transcribed and dropped into the repository for you to highlight, tag, or turn into a highlight reel. 

There’s no need to hire a transcription service or have a separate transcription tool if you use our Zoom integration.

Incentives

Sending incentives is the third most labor-intensive step in the research process behind recruiting and synthesis. That’s because you’re often matching up data from one tool to another and clicking send and double checking if the incentive was sent and who received and redeemed what. 

We’ve built an integration with Tremendous that allows you to send thank-you emails with redemption buttons. You can even turn on these incentives to automatically send once the interview is complete. Set it up once at the beginning of a study, and you don’t have to wonder if incentives are sent. And you can track the incentives to see if someone hasn’t redeemed, and you can re-send with one click. 

Synthesis & Analysis

Regarding synthesis & analysis, we have a Zoom integration that allows for a bulk import of meeting recordings. And we do allow you to bulk upload any kind of file into our repo. People seem to like being able to bulk upload video files (or via the Zoom integration, you just pick the meeting name), and the transcription appears for further synthesis. We’ve also seen customers upload survey results or PDFs or documents, and being able to tag or associate those with insight reports helps compile findings.

Insight creation

While some insights are better in a presentation deck, a searchable insight report that lives in the same platform that your participants, studies, highlight reels and clips also makes a lot more sense. These can be downloaded, linked and shared all right within Great Question. You can embed data from surveys, clips, highlight reels all together to make an insight impactful.

You don’t need more tools. You just need your tools to work better for you. With Great Question, you can connect tools you already know and love with a research platform that’s built for researchers. 

Fewer tools. Faster Research. More insights. 

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