Customer research is invaluable for software companies, but there are many hurdles, such as finding the right group of people to survey. Great Questions wants to make building and talking to their own panels accessible to all companies, regardless of size. The startup, which is part of Y Combinator’s 2021 winter program, today announced that it has raised $ 2.5 million in seed funds.
Great Inquiries 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 strategies, find product market suitability, conduct usability studies on UX design and see how well marketing landing pages perform. The main round of Great Inquiries came from investors including 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 participated.
Before finding Great Questions, PJ Murray and Ned Dwyer sold their last startup, web developer Elto, to GoDaddy in 2015. In an email, Dwyer told TechCrunch that they were doing a bit of formal research on Elto. “We’re going to talk to customers, but that’s not structured or consistent.”
However, after joining GoDaddy, they became “much stricter in our approach to building products – we suddenly had a much larger audience, a larger team and aggressive targets.” Murray and Dwyer also have the advantage of working with the GoXaddy UX research team.
Both saw opportunities to make customer research more accessible to product development teams. Dwyer says that if a company outsources to a large UX research provider, the starting price could be $ 40,000 a year. In contrast, the Great Question freemium pricing model includes paid subscription plans priced at $ 49 and $ 199 per month.
Great Questions has almost everything needed for customer research – smart template studies, prototype testing, scheduling and transcription tools – in one place, so teams can share information easily. One of its most important features is customer recruitment and screening tools. Dwyer explains that many UX research companies sell access to the panels they have built. This means customers often get feedback from a relatively homogeneous group of people who are not their target customers – for example, college students or home -stay parents who sign up to answer surveys so they can earn extra cash or gift cards.
Great Questions builds a custom landing page where users can select a panel, decide what type of research they want to participate in and how often they are willing to answer questions (e.g., the platform automates scrolling surveys, sends questions to different customer groups for two weeks). Great Inquiries allows its customers to integrate incentive programs, such as Tremendous, to compensate participants with cash or gift cards. But many people who participate in research through Great Question are motivated because they want to have a say in a product they’re already using, or know in advance about upcoming releases, Dwyer said.
Once a customer panel is created, Great Inquiries provides a smart template for a survey or interview and automatically schedules it for distribution. This saves customers time. For example, MainStreet approached Great Question while preparing to release a product that would change its onboarding flow. Startups, which allow small businesses to seek and claim tax credits and economic incentives, don’t have time to do customer research before launch. “Within 24 hours of signing up to Great Inquiries, they had booked eight client interviews – this is all about Christmas thinking – and got the usability feedback they needed to repeat the show before they went into production,” Dwyer said.
In a statement on the investment, Funders Club co -founder and CEO Alix Mittal said, “Even the best product and business teams know daily iterations, big pivots, and new launches can be hit or missed. We support Great Inquiries because they provide a missing tool for easily incorporating customers into product and business decisions and never being left behind. ”