Customer research is invaluable to software companies, but there are many obstacles, such as finding the right group of people to survey. Great Question wants to make the creation and interaction of your own panels accessible to all companies, regardless of their size. The startup, which recently completed Y Combinator’s Summer 2021 program, announced today that it has raised $2.5 million in seed funding.
Great Questions launched in February 2021, and its clients include Linktree, Honeybook, O’Reilly Media, and Mainstreet. The platform has been used to interview customers about product ideas and strategy, find product-to-market fits, conduct usability studies on UX designs, and see how well marketing landing pages perform. Great Questions’ seed round came from investors including Funders Club, Jan Capital, Nomo VC and Twenty-Two Ventures. angel investors such as Empower Finance co-founder Warren Hogarth; John Williams, co-founder of Culture & Pin; Jason Smalley, Senior Vice President of Engineering at Zendesk; and Robbie Allen, Intercom’s former group product manager, also attended.
Prior to founding Great Questions, PJ Murray and Ned Dwyer sold their last startup, web developer marketplace Alto, to GoDaddy in 2015. In an email, Dwyer told ClearTips that he had done very little formal research into Aalto. “We would talk to customers, but it wasn’t structured or consistent.”
However, after joining GoDaddy, they “became a lot more rigid in our approach to product creation — we suddenly had a much bigger audience, a bigger team, and aggressive goals.” Murray and Dwyer also benefited from working with GoDaddy’s UX research team.
Both saw an opportunity to make customer research more accessible to product development teams. If companies outsource to a large UX research provider, Dwyer said the starting price could be $40,000 a year. On the other hand, Great Question’s freemium pricing model includes paid subscription plans for $49 and $199 per month.
Great Questions has almost everything you need for customer research – survey smart templates, prototype testing, scheduling tools and transcriptions – in one place, so teams can easily share information. One of its most important features is the customer recruitment and filtering tool. Dwyer explained that many UX research companies sell access to panels they already make. This means that customers often get feedback from relatively homogenous groups of people who are not their target customers—for example, college students or stay-at-home parents who have signed up to answer surveys so that they can earn extra cash or gift cards.
Great Questions creates custom landing pages where users can join panels, decide what kind of research they want to participate in and how often they’re willing to answer questions (for example, rolling out platforms) Automates studies, sends questions to different groups of clients (two weeks). Great Question lets its customers integrate incentive programs, such as Treasury, to compensate participants with cash or gift cards. But many people who participate in research through Great Questions are inspired because they want to have a say in products they’re already using, or find out about upcoming releases earlier, Dwyer said.
Once a customer panel is created, Great Questions provides smart templates for surveys or interviews and automatically schedules them for delivery. This saves the time of the customers. For example, Mainstreet approached Great Questions when it was preparing to release a product that would change its onboarding flow. The startup, which lets small businesses find and claim tax credits and economic incentives, didn’t have time to do customer research before launch. “They booked eight customer interviews within 24 hours of signing up to Great Question—it was Christmas in mind—and got usability feedback to iterate on the design before they went into production,” Dwyer said.
In a statement about the investment, Alix Mittal, co-founder and CEO of Funders Club, said, “Even the best product and business teams know how to move everyday, big pivots. , and new launches can be hit or miss. We endowed Great Questions because they provide the missing tools to seamlessly engage customers in product and business decisions and never leave a mark. “