What is Great Question?

Updated 1 day ago by Gina Romero

What is Great Question?

Great Question is an all-in-one customer research platform that helps teams recruit participants, run studies, and turn customer feedback into actionable insights.

You can use Great Question to manage everything from recruitment and scheduling to interviews, surveys, analysis, and sharing — all in one place. It’s built for researchers, ReOps teams, product managers, designers, and anyone involved in making product decisions with customer input.

We believe customer insight shouldn’t live with just one team. Great Question helps you democratize research so more people across your organization can responsibly involve customers in decisions, learn faster, and build better products with confidence.

With Great Question, you can:

Build and manage a centralized participant panel so you’re never starting from scratch
Run surveys, interviews, and usability tests using built-in research tools
Connect your calendar, email, and video tools to streamline scheduling and communication
Collaborate across teams without losing context or ownership
Store, synthesize, and share insights in a searchable repository

Why It Matters

Research often ends up scattered — in spreadsheets, ad hoc tools, emails. Great Question helps you:

Standardize and scale your research efforts
Save time using templates, integrations, and automations
Elevate stakeholder trust through consistent insights
Enable more people in your organization to engage with research

It’s not just for researchers — product teams, leadership, and cross-functional partners can also benefit.

Core Use Cases

Here are a few of the ways teams use Great Question:

Role / Team	How They Use It
Product Managers & Designers	Run interview studies or usability tests before features ship
Research / UX Ops	Maintain a research-ready panel and structure research ops
Customer Success / Marketing	Survey or interview users to understand needs or satisfaction
Cross-functional Teams	Share insights from studies via the repository so everyone benefits

These use cases often run in parallel — the same study might feed insights to product, marketing, and customer success.

Getting Started: First Steps

To get going, here’s a recommended setup path:

Personal & Company Profiles
- Add your avatar and logo
- Invite teammates, assign roles/permissions (Admin, Creator, Observer)
Set Up Integrations
- Connect Google or Microsoft for email & calendar
- Optionally enable Zoom, Teams, or other video tools
- Ensure your default sending email and calendar are correct (so invites come from you)
Build Your Panel
- Import existing contacts (CSV), add them manually, or invite via shareable link
- Create custom attributes (e.g. personas, cohorts, demographics)
Create Default Templates
- Set up reusable interview guides, email templates, and surveys — save them as account defaults to save effort later
Learn Study Basics & Start a Study
- Explore the Study Basics guide to understand how studies are structured (Plan → Screener → Recruiting → Events → Review)
- Then begin your first interview, survey, or test

Glossary of Key Terms

Term	Definition
Artifacts	Items and events tracked within the account, such as replies to studies, created highlights, interview room edits, clips, and more.
Attribute	Fields applied to candidate profiles for better searching and filtering (e.g., Name, Email, Title, Location).
Candidates	Potential research participants who haven’t been selected to join a study yet.
Dashboard	A snapshot of overall usage, upcoming interviews, recent artifacts, and team activity.
Global Tags	Tags that can be applied across research findings to group and organize insights.
Study Tags	Tags applied within a single study to organize findings (similar to global tags, but scoped to a study)
Highlights	Selected text that creates an artifact signifying importance, which can also be tagged.
Reel	A collection of highlights used to create a comprehensive report for sharing findings.
Insights	Documents for collating research insights, embedding interview recordings, tags, excerpts, and survey responses.
Participants	People actively participating in a research study.
Repository	Central research repository where interviews, survey responses, highlights, reels, and more are stored.
Synthesis	A feature that groups highlights into themes for extracting research insights.
User	A person with a user profile in the account.
Admin	Paid seat user with all permissions.
Creator	Paid seat user who can create studies.
Observer	Free seat user with limited access to review content.
Moderator	Admin or Creator who conducts participant interviews.
Observer Rooms	A feature allowing teammates to sit in on live interviews without appearing in the room.
Screener	A set of questions to qualify participants or gather information before an interview.
Shortlist	A list of candidates (later participants) invited to join a study.
Signup Form	A survey-like form used in panel studies.
Skip Logic	Logic that routes participants through different questions based on previous answers.
Stats	A page for tracking recruitment email performance.
Study	A research project type, such as: Customer Interviews, Online Tasks, Panels, Surveys, or Unmoderated Studies
Study Owner	Admin or Creator managing a specific study.
Waitlist	A feature that allows participants to opt into a waiting list if slots are full.
Participation	The relationship between a candidate and a study. A participation represents a candidate's involvement in a specific study, including their status (invited, booked, completed, etc.) and any associated data like responses, recordings, or incentives.
Wallet	Account-level funding system for managing study budgets and incentive payments. Wallets can be at the account level or team level.

What is Great Question?