Customer research is invaluable for software companies, but there are many hurdles, such as finding the right group of people to survey. Great Question wants to make building and communicating with their own panels accessible to all businesses, regardless of size. The startup, which was part of Y Combinator’s winter 2021 program, announced today that it has raised $ 2.5 million in seed funding.
Great Question launched in February 2021 and its clients include Linktree, Honeybook, O’Reilly Media, and MainStreet. The platform was used to survey customers on product ideas and strategy, find the fit between products and the market, conduct usability studies on UX designs, and see the performance of marketing landing pages. . The Great Question funding round came from investors such as Funders Club, January Capital, Nomo VC and Twenty-Two Ventures. Angel investors like Warren Hogarth, co-founder of Empower Finance; Jon Williams, co-founder of Culture Amp and Pyn; Jason Smale, senior vice president of engineering at Zendesk; and Robbie Allan, former Group Product Manager at Intercom, also attended.
Prior to founding Great Question, PJ Murray and Ned Dwyer sold their latest startup, the Elto Web Developer Marketplace, to GoDaddy in 2015. In an email, Dwyer told TechCrunch that they had done very little formal research at Elto. âWe were talking to clients, but it wasn’t structured or consistent. “
After joining GoDaddy, however, they became “a lot more rigorous in our approach to product creation – suddenly we had a much bigger audience, a bigger team, and aggressive targets.” Murray and Dwyer also had the benefit of working with GoDaddy’s UX research team.
Both saw an opportunity to make customer research more accessible to product development teams. Dwyer said if the companies outsource to a large UX search provider, the starting price can be $ 40,000 per year. On the other hand, Great Question’s freemium pricing model includes paid subscription plans for $ 49 and $ 199 per month.
Great Question brings together almost everything needed for customer research – intelligent survey models, prototype testing, planning tools, and transcription – in one place, so teams can easily share information. One of its most important features is customer recruitment and filtering tools. Dwyer explained that many UX research companies sell access to panels they have already built. This means that clients often receive feedback from relatively homogeneous groups of people who are not their target clients, for example students or stay-at-home parents who have signed up to take surveys so they can earn money or money. additional gift cards.
Great Question creates personalized landing pages where users can sign up for panels, decide what kind of research they want to participate in, and how often they’re willing to answer questions (e.g. platform automates surveys continuous, sending questions to different groups of clients every two weeks). Great Question allows its customers to integrate incentive programs, such as Tremendous, to compensate participants with cash or gift cards. But many of the people who participate in research through Great Question are motivated because they want to have a say in what products they’re already using, or learn about upcoming releases first, Dwyer said.
Once customer panels are created, Great Question provides smart templates for surveys or interviews and automatically schedules them for distribution. It saves customers time. For example, MainStreet approached Great Question when it was about to launch a product that would change its onboarding flow. The startup, which enables small businesses to find and claim tax credits and economic incentives, didn’t have time to conduct customer research before the launch. âWithin 24 hours of signing up to Great Question, they had booked eight customer interviews (it was for Christmas, you think) and got the usability feedback they needed to reiterate designs before moving on. to production, âDwyer said.
In a statement on investing, the co-founder and CEO of the Funders Club said that Alix Mittal said, âEven the best product and business teams know that daily iterations, big pivots and new launches can be random. We have backed Great Question because they provide the missing tool to effortlessly integrate customers into product and business decisions and never miss the mark.