Great Question Secures $13M Series A Funding from Inovia to Accelerate Research Democratization for Enterprises
$13M USD
to accelerate research democratization
[San Francisco, CA, November 12, 2025] Great Question, the leading platform for democratizing UX research, announced a $13 million Series A funding round led by Inovia Capital, with participation from YCombinator, January Capital and Character Capital.
Enterprises like ServiceNow, Brex, and Asana already rely on Great Question to integrate research into everyday decision-making. By unifying recruitment, interviews, and synthesis in one platform, with governance for researchers and access for product, design, and marketing teams, Great Question makes high-quality research faster, more scalable, and more actionable.
“Research democratization, or empowering non-researchers to conduct and engage with high-quality UX research, is the next big shift in our industry. With AI powering study design, synthesis, and sharing, we're making it effortless for every team to build with customer insights at the center.”
Great Question solves the problem of enterprises not doing enough research, or doing it in silos. When studies are slow, fragmented, or limited to a few researchers, customer insight never scales.
Fueling Growth and Democratizing Research
With this new capital, the company will focus on:
- Expanding Research Access: Empowering anyone to run high-quality studies with built-in guardrails and insights from past work
- AI-Powered Research: Leveraging AI to design studies, moderate and validate ideas, and surface insights automatically, bringing self-directed intelligence to every stage of user research.
- Hiring global top talent: Driving product innovation of the AI suite and rapidly expanding the way we onboard enterprise customers.
“Great Question is the only truly end-to-end research platform built with enterprise-grade governance in mind. The product is built with an emphasis on research democratization, addressing core industry challenges like siloed insights and UXR capacity constraints, positioning them for scalable growth. We're proud to support their mission to embed research into every part of product design.”
Driving Impact for Leading Enterprises
Just as Figma democratized design and expanded its market 100-fold, Great Question is doing the same for UX research, transforming it from a specialized function to a core capability accessible to every team member while maintaining the enterprise-grade governance large organizations require.
“Great Question has been instrumental in democratizing our user research practice. It's enabled our team to scale customer conversations without scaling a massive user research team, and it's really changed how we operate.”
“We've been connected with Great Question for about four years, from the early conversations about the platform's vision and the future of research, to exploring how to make research more efficient, effective, and delightful. Seeing that vision come to life has built tremendous trust in the company, and that's why we became a customer.”
“Before we brought on Great Question, research at Brex was reserved for only the few people that knew how to use the tools, find participants and run studies. The number of people comfortable running research grew from single digits to over 100 people at Brex running research with Great Question.”
About Great Question
Great Question is the all-in-one platform for democratizing UX research, helping enterprises make customer insights part of every decision. [greatquestion.co]
About Inovia Capital
Inovia Capital is Canada’s leading full-stack software investor, partnering with founders to build impactful and enduring global companies. With three investment strategies, Discovery, Venture, and Growth, the team uses an operator-led mindset to provide founders with multi-stage support, mentorship, and access to a worldwide network. Inovia manages over US$2.5B with operations in Montreal, Toronto, Waterloo, Calgary, the Bay Area, and London. For more information, visit inovia.vc.
Key Facts
- 01Founded in 2021 by Ned Dwyer & PJ Murray
- 02New funding: $13M
- 03Total funding amount to date: $16.6M
- 04Team size: 55
