Great Question''s Self-Serve plan costs $129 per seat per month, or $1,290 per seat per year with two months free. That is one of the more transparent price tags in research ops. But three limits decide what you actually pay: self-serve is capped at five paid seats, it includes only 100 research participants, and the external panel you recruit from is not Great Question''s at all — it is User Interviews, resold through the platform at up to $93 per B2B participant.
Vendr''s contract data, drawn from 40 purchases, puts the median Great Question buyer at $23,420 per year, ranging from $9,270 to $45,225, with an average negotiated discount of 21.25%. The maximum you can possibly spend on the published self-serve plan is $6,450 a year. The median buyer pays 3.6x that — which tells you where nearly everyone ends up.
Quick answer: what Great Question costs in 2026
| Plan | Price | Seats | Included |
|---|---|---|---|
| Self-Serve (monthly) | $129/seat/month | Max 5 paid, unlimited observers | 100 participants, 100 hrs video storage |
| Self-Serve (annual) | $1,290/seat/year (2 months free) | Max 5 paid, unlimited observers | 100 participants, 100 hrs video storage |
| 5 seats, annual billing | $6,450/year | The self-serve ceiling | 100 participants |
| Enterprise | Custom, annual only | 5 seat minimum, unlimited | SSO, SCIM, CRM sync, AI global synthesis |
| Vendr median contract | $23,420/year | — | Range $9,270–$45,225 |
Notice the seat arithmetic. Self-serve maxes out at five seats. Enterprise starts at five seats. There is no overlap and no gentle upgrade path — the moment your sixth colleague needs an account, you leave published pricing entirely and enter a custom annual contract negotiated by a salesperson. Vendr''s data suggests each additional seat adds roughly $2,400 to $5,400 per year depending on tier and negotiation, which is a wide enough band that the discount you get depends heavily on how well you prepare.
What Enterprise unlocks
The Self-Serve tier is genuinely well-equipped for a small team: interviews, scheduling, surveys, prototype testing, blind studies, focus groups, card sorting, tree testing, observer rooms with unlimited observers, an AI repository with tagging and highlight reels, Ask AI, encrypted data, a GDPR DPA, and 50+ integrations including Slack and Figma.
But the capabilities that a regulated or security-reviewed buyer must have are all on the other side of the wall:
- SSO and SCIM — provisioning and single sign-on
- Granular access control
- Custom consent and data retention policies
- Research CRM with candidate eligibility rules and external CRM sync
- Salesforce, Snowflake, Qualtrics and Databricks integrations
- HIPAA compliance (a paid add-on)
- AI global synthesis and MCP access (by request)
If your security review requires SSO — and most enterprise reviews do — the $129 self-serve price is not available to you at any seat count. Budget for the custom contract from day one. Our research platform RFP question set covers the specific questions worth asking here, and the docs guide to enterprise security for research platforms explains what SOC 2 and SSO gating actually means in practice.
One more line from the Enterprise feature list is worth flagging: "Agentic moderation coming soon." Great Question is telling prospects that AI-moderated sessions are on the roadmap. It is a fair signal of where the category is heading — and worth weighing against platforms where that capability already ships.
The panel is User Interviews, resold
Here is the part that changes the maths, and it is stated plainly in Great Question''s own help documentation.
External recruitment runs on a panel of 6M+ B2B and B2C candidates powered by User Interviews. Each recruited participant "costs one credit, billed through Great Question and transferred to User Interviews." The published pay-as-you-go rates are:
| Participant type | Platform fee |
|---|---|
| Consumer (B2C) unmoderated | $31 |
| Consumer (B2C) moderated | $47 |
| Professional (B2B) unmoderated | $62 |
| Professional (B2B) moderated | $93 |
Incentives are separate. Great Question distributes them automatically via Tremendous once you mark participants complete, with a $5 USD minimum, drawn from your account wallet or card on file. As the documentation puts it, "platform fees are billed separately."
Cross-check those numbers against our teardown of User Interviews pricing, where the published $49 PAYG session fee plus $45–49 B2B targeting lands at roughly $94–98 per professional participant. Great Question''s $93 is essentially pass-through at parity — they are not marking the panel up meaningfully.
That is fair dealing, and it is also the point. You are paying $129 per seat per month for the coordination layer wrapped around a panel you could buy directly. The seat fee buys scheduling, the repository, and consent handling — real work, genuinely useful — but it does not buy you cheaper participants.
Recruiting your own customers via CRM integration is free of platform fees, which is the cheapest way to use the product and the way most teams should.
The real per-participant cost
Stack it up for one professional, moderated interview:
| Line item | Cost |
|---|---|
| Great Question / User Interviews platform fee | $93 |
| Incentive (B2B professional, typical) | $50–100 |
| Per participant, before software | $143–193 |
| Researcher time (1 hr moderating + notes, loaded) | $50–75 |
| True cost per interview | $193–268 |
That last row is the one that never appears on an invoice and matters most. Great Question is a research operations platform: it schedules the session, stores the recording, and helps you tag it. It does not conduct the interview. A human researcher still sits in every single one. Run 100 interviews and you have committed roughly 100 hours of a researcher''s calendar — see our researcher salary and team cost benchmarks for what that costs loaded. That is the hidden line item in every research-ops budget.
For guidance on setting the incentive itself, the docs cover research participant incentives and the specific challenges of recruiting B2B participants.
Who Great Question suits
Great Question is a strong product for a specific job: a research-ops team coordinating human-led research at scale. If you have two or three researchers running a steady stream of moderated sessions, need observers from product and design to drop in, and want consent, scheduling, and a searchable repository handled properly, it does that well — and its scheduling and CRM eligibility rules are among the better implementations in the category. Teams weighing it against a pure repository should read Great Question vs Dovetail and our roundup of UX research repository tools.
It suits you less well if you are a small team without dedicated researchers, if you need SSO on a budget, or if your constraint is researcher hours rather than research coordination. A platform that makes it easier to schedule 100 interviews does not help if nobody has 100 hours to run them.
The alternative: don''t schedule the interview, run it
Koji attacks the expensive part of the stack — the human hour in every session.
Koji''s AI moderator conducts the interview itself, by voice or text, following up in the moment the way a skilled researcher does: probing vague answers, chasing contradictions, and asking "why" without the leading questions and moderator bias that creep into human sessions. A hundred participants can be interviewed simultaneously, overnight, in multiple languages.
| Great Question Self-Serve | Koji Interviews | |
|---|---|---|
| Price | $129/seat/month ($1,290/yr annual) | €79/month (€790/yr, 2 months free) |
| Seat cap | 5 paid seats max | Unlimited |
| Participants included | 100 | Metered in credits, no hard cap |
| Who moderates | Your researchers | AI moderator |
| Concurrent interviews | Limited by researcher calendars | Unlimited |
| AI moderation | "Coming soon" (Enterprise) | Shipping today |
| Analysis | AI tagging, highlight reels | Automatic thematic analysis + one-click reports |
| Free tier | Trial | 10 free credits, no card |
The credit model is deliberately simple. €79/month buys 79 credits; a voice interview costs 3 credits, a text conversation 1, and a report refresh 5. That is roughly 26 AI-moderated voice interviews a month at about €3 each — against $93 plus incentive plus an hour of researcher time per interview on a panel-plus-ops stack. And only conversations scoring 3 or higher on quality consume credits, so an abandoned session does not bill you. Compare that with a per-participant platform fee, which is charged whether or not the participant said anything useful.
Koji pairs conversational depth with six structured question types — open_ended, scale, single_choice, multiple_choice, ranking, and yes_no — so a single study returns both the number and the reason behind it. Themes surface automatically across every transcript instead of being tagged by hand, and a shareable report is one click away.
None of which means research ops stops mattering. If you want to understand where a platform like Great Question genuinely earns its seat fee, the docs guide to ResearchOps is a good place to start. The question is whether your bottleneck is coordinating human interviews — or running them at all.
Frequently Asked Questions
How much does Great Question cost in 2026?
Self-Serve is $129 per seat per month, or $1,290 per seat per year with two months free, capped at five paid seats plus unlimited observer seats, and including 100 research participants and 100 hours of video storage. Five seats on annual billing is $6,450 per year. Enterprise is custom, annual-only, with a five-seat minimum. Vendr data across 40 purchases puts the median contract at $23,420 per year.
Does Great Question have its own participant panel?
No. External recruitment uses a panel of 6M+ candidates powered by User Interviews. Each participant costs one credit, "billed through Great Question and transferred to User Interviews." Published pay-as-you-go rates are $31 for B2C unmoderated, $47 B2C moderated, $62 B2B unmoderated and $93 B2B moderated — essentially pass-through at User Interviews'' own rate. Recruiting your own customers via CRM integration is free of platform fees.
Are incentives included in Great Question''s participant fees?
No. Incentives are billed separately from platform fees and distributed automatically via Tremendous after you mark participants complete, with a $5 minimum. Funds come from your account wallet or card on file. For a B2B professional, expect $50–100 in incentive on top of the $93 platform fee.
Does Great Question include SSO on the self-serve plan?
No. SSO and SCIM are Enterprise-only, along with granular access control, custom consent and data retention, CRM sync, and the Salesforce, Snowflake, Qualtrics and Databricks integrations. HIPAA compliance is a separate paid add-on. If your security review requires SSO, the published $129 price is not available to you at any seat count.
Why is the Vendr median so much higher than the published price?
Because self-serve caps at five seats ($6,450/year annual) while Enterprise starts at five seats. There is no overlap, so any team that grows past five people moves to a custom contract. The $23,420 median is 3.6x the self-serve ceiling, and additional seats reportedly add $2,400–$5,400 per year each. Buyers in Vendr''s dataset averaged a 21.25% discount, so the list-adjacent quote is negotiable.
What is the best Great Question alternative for small teams?
If your constraint is researcher hours rather than research coordination, Koji is the closer fit: €79/month for 79 credits — about 26 AI-moderated voice interviews at roughly €3 each — with unlimited seats, no five-seat ceiling, and AI moderation shipping today rather than "coming soon." The AI conducts the interview, probes follow-ups, and returns automatic thematic analysis. Start free with 10 credits, no card required.
Stop paying for the calendar
Great Question is an honest, well-built research-ops platform, and its published pricing is more transparent than most of the category. But the published price describes a five-seat starter tier that the median buyer has already outgrown, wrapped around a panel that belongs to somebody else, coordinating interviews that your own researchers still have to sit through one at a time.
If that is the job you need done, it does it well. If what you actually need is the interviews themselves — a hundred of them, this week, without a hundred hours of calendar — the shape of the tool is wrong.
Try Koji free with 10 credits and no credit card. Launch a study in minutes, let the AI moderator run voice interviews at any scale, and get themes and a shareable report automatically — from question to insight in hours, not weeks, with no research expertise required.
