2025 has been a pivotal year at Great Question for both the product and the people who shape it.
Yes, we released a ton of new features, from card sorting and tree testing to AI-moderated interviews and our User Interviews integration — all to advance our mission of helping teams democratize research at scale.
But along the way, we also grew headcount 120% with 30 great hires across every department (and seven countries), while our incredible customers collectively booked over 50,000 user interviews in Great Question.
To cap it all off, we recently announced our $13M Series A fundraising round led by Inovia Capital, with participation from Character Capital, January Capital, and Y Combinator.
With 2026 just around the corner, let's recap the year that was at Great Question.
In 2025, our customers published a total of 14,166 research studies in Great Question, a 73% increase from 2024. That's not just researchers: that's designers, product managers, marketers, and other teams running their own research. Across these studies, you booked a total of 51,802 customer interviews, a 50% increase from 2024. You're talking to customers more than ever, and our scheduling and calendar tools are making it easier.
To thank their research participants for their time and feedback, 87,263 research incentives were sent, a 111% increase from 2024. More participants, more studies, more insight.
And here's the one that really matters: 514,258 artifacts viewed by your teams, up 60% from last year. That means insights aren't sitting in a repository gathering dust. They're being found, shared, and used to make decisions.
Meanwhile, our team shipped some huge product updates, like:
Our biggest release of 2025, AI moderation combines the best of both worlds: the scale of a survey with the depth of an interview. Define your research objectives and topics, and our AI moderator can interview hundreds of participants in parallel across time zones and without scheduling overhead or bandwidth bottlenecks. This isn't just another chatbot — it's research-grade AI that adapts in real time, probing for detail and capturing nuance to deliver the depth you'd normally only get from live moderation. Every transcript, highlight reel, and insight is automatically stored in your repository.
This year, we strengthened our suite of mixed method tools with the addition of card sorting. Now you can run open, closed, or hybrid card sorts to better understand how users naturally categorize information, spot hidden patterns and misalignments in user mental models, and analyze results with agreement matrices. Card sorting complements the moderated and unmoderated methods you already use in Great Question, and brings us one step closer to solving the deeper workflow challenge we're obsessed with: removing the need for tool switching by keeping every step of the research process connected in one place.
Whereas card sorting helps you understand how users naturally group and label content, tree testing validates whether users can find what they’re looking for within your structure. They go hand in hand when designing and evaluating an information architecture, which is why we brought them together under one roof. Assign tasks to see how users navigate your structure, surface what works and where users get lost, and validate before launch with clear task results and success data.
Great Question already has everything you need for research with your own users. So, it's about time we teamed up with the best external panel provider in the biz — now you can access 6M+ verified participants from User Interviews, right in Great Question. This partnership doubles the external panel size of our previous provider, with a one-hour first match guarantee, 400M+ data points for targeting niche audiences, and rigorous fraud detection (<0.6% fraud rate). The result is better quality, greater reach, and more predictable pricing for everyone.
While new methods and integrations grab the headlines, our smarter screeners might be the unsung hero of Great Question's 2025 lineup. Finding the right participants is now easier than ever: set qualification rules upfront, then let automation handle the sorting. Tag answers as qualifying or disqualifying, and route participants with branching logic. Automatically approve qualified participants while others can be automatically screened out to a customizable disqualification page. Review your screener logic in one panel and see qualification status when crafting invites.
Our customers are proving that research democratization isn’t just our vision anymore. Asana went from a handful of researchers to company-wide participation. Brex put customer conversations in the hands of PMs, designers, and engineers. ServiceNow runs 300+ studies a year, connecting with over 10,000 end users across research, design, and product teams. This is what happens when research evolves from something handled by a few to something embedded across the company, with the right guardrails in place. Our new democratized pricing supports that: helping your team scale research responsibly, without trading rigor for access. Book a meeting to explore democratizing pricing for your team.
For quality-of-life improvements and regular product release updates, check out our changelog.
We believe every team should be able to talk to customers, test ideas, and make decisions grounded in customer truth. That's why we’re building a world where research isn’t a department — it’s a habit. And some of the world's most innovative companies are joining us. From global enterprises to scale-ups, hundreds of teams use Great Question to integrate research into their everyday workflow. They’re proving what happens when research becomes part of company culture: faster learning, smarter decisions, and products that reflect what customers actually need.
At Asana, Great Question enables one ResearchOps pro to serve 45 teams: removing the bottlenecks that slow research down, enabling product managers and designers to run their own studies with confidence, and maintaining enterprise compliance every step of the way.
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In one year, Brex scaled internal research participation from single-digit contributors to 100+ with Great Question. They democratized research by removing bottlenecks and empowering non-researchers to run studies through safe, repeatable processes.
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Without strong research operations, even your biggest power users can be tough to recruit and manage as research participants. This was once the case for Miro — too many tools, not enough processes. So to consolidate their toolstack, streamline research operations, and save on costs, they switched to Great Question.
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Read more: Why Miro switched to Great Question with Josh Morales
Great Question has helped A'verria and ServiceNow consolidate tools and accelerate research velocity, delivering research 6x faster and scaling to 300+ studies and 10,000 participants without sacrificing rigor.
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Recruiting B2B participants is tough. For Simpson Strong-Tie, the seasonal ebbs and flows of construction crank things up a notch. And their "Frankenstein of tools" wasn't helping. With Great Question, Kristine and her team have consolidated tools, streamlined recruitment for hard-to-reach customers, and gotten more designers, PMs, and engineers involved in research.
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Read more: Consolidating research tools & cutting time-to-insights in half with Kristine Lemos, Ian Wyosnick & Robert Frey
Tired of paying an arm and a leg for UserTesting and Dovetail, Nicki and the growing design team at Sinch switched to Great Question. So far, they've consolidated eight tools and saved 35% on costs while giving more cross-functional stakeholders the ability to access research insights and artifacts.
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Read more: From "free-for-all" to all-in-one: How Sinch consolidated 8 research tools & saved 35% with Nicki Snyder & Stephanie Soo
2025 was our best year yet for content.
We surveyed 301 UX research and research operations pros across 34 countries about the current state of democratization. Our 2025 State of Research Democratization Report shares what we learned: the good, the bad, and everything in between.
We collaborated with UX Research Leader Brad Orego on a five-part series of guides to AI in UX Research:
Great Question's in-house UX Research Partner Tara Tressel designed our Research Maturity Framework. To share it with the world, we built an app that allows anyone to take the survey and get a personalized report — complete with a research maturity score, opportunities for growth, and recommended next steps based on Tara's scoring rubric. Check your Research Maturity Score.
We also had a ton of incredible contributions to the Great Question blog by way of our guest author program, designed to give researchers who write a platform to share their ideas and experiences with the world. A huge thank you to all of this years contributors:
Interested in writing for the Great Question blog in 2026? We're always on the lookout for great researchers who like to write. Let me know. 😄
At the same time, our webinar game reached a whole new level, thanks to a world-class lineup of guests and our amazing marketing manager, Carly, who led the charge.
We also collaborated with our good friends from the ResearchOps Community on a five-part series, The 8 Pillars, 8 Years Later:
Ned even hopped on a few podcasts, like AI 4 UX with John Whalen, Research That Scales with Kate Towsey, The User Research Strategist with Nikki Anderson, Fuego UX with Alex Smith, and The NN/g UX Podcast with Therese Fessenden.
Interested in being featured in one of our webinars in 2026 (or having Ned on your podcast)? Drop Carly a line. 😄
This year, our team trotted the globe like never before to connect with the UX research and design community.
We had the privilege to attend and/or sponsor the following conferences and events:
An annual staple of ours, this year's Config saw both our largest Run Club turnout and Ned's coolest slide deck.
Of course we hired a magician to do card (sorting) tricks at our booth. Thank you, Felice Ling!
Mark, Fenn, and Harri from our Australia office attended the down under's premier conference for UX, product, and service design.
Emily, Gobind, and Ned rubbed elbows with leaders who are shaping the future of digital innovation.
The world's largest product conference? Wouldn't miss it.
Led and curated by the great Yao Adantor, UXCON is more than a conference — it’s a global movement where design meets purpose and UX pros build real connections.
Another hit from our friends at Learners. This should tie us over until Research Week 2026.
Ned gave a great talk: Right Horses for the Right Courses: How & When to Democratize Research, our Run Club made it's Raleigh debut, and we topped it off with a great dinner where we discussed the future of research.
In August, we teamed up with UX Outloud to host the UX in SF Leadership Dinner. A huge thank you to Eniola Abioye for making it happen, and to the brilliant Bay Area researchers and leaders who joined us.
Our holiday party tradition continued in SF, co-hosted by our friend Steve Portigal. One for the books!
Our team also attended TMRE, Leading Design, Design Leadership Summit, Quirks, Convey UX, and UXPA.
As a fully remote, globally distributed, early-stage company, our annual offsite is a big deal. Each year, it’s the one time where we can all kick Slack and Zoom to the curb and touch grass together in person.
In August, we got together in Denver, Colorado. From sessions with customers and refining our company values, to hiking, cross fit, and mini golf, to a whole lot of great food and drinks, it didn't disappoint.
Adding to its importance is the sheer volume of new faces joining Great Question: In 2025, we grew from 25 to 55 employees (120%).
One of the coolest outcome of our Denver offsite: a new-and-improved set of company values, meticulously crafted by Haley.
If you like what you see in this review, align with our values, and have reliable internet connection, check out our openings. We’re still hiring.
Despite a massive 2025, we're still in many ways just getting started: building a world where every decision starts with a great question, and where research isn’t limited by team or title.
To our team, thank you for your relentless curiosity and commitment to your craft. To our customers, thank you for trusting us to power your work. And to our investors — Inovia, Y Combinator, January Capital, Character Capital, and more — thank you for believing in what we’re building.
Curious what's coming up in 2026? Follow us on LinkedIn and subscribe to our monthly newsletter below. Because research is better together.
Jack is the Content Marketing Lead at Great Question, the all-in-one UX research platform built for the enterprise. Previously, he led content marketing and strategy as the first hire at two insurtech startups, Breeze and LeverageRx. He lives in Omaha, Nebraska.
