Our Mission
We’re GoodQues (like Good Ques-tion)
We’re here to help brands
by empowering them with
human understanding.
grow
P.S. It’s pronounced “ques”
like Good-Question
Using human-centricity to drive brand devotion.
scroll down
GoodQues is best known for inspiring brands with raw human insight, extracted through the modern execution of quantitative and qualitative research. Our creativity breaks through consumer research barriers such as fatigued panels, inauthentic responses, and the Say-Do Gap.
50%
More Thoughtfulness
Respondents report feeling 50% more thoughtful in their responses in GoodQues studies that incorporate meditative breathing.
2.2x
More Context
By adjusting the tonality of a study, we regularly see response length increase by 2.2x in quantitative open-ends, versus traditional, non-copy adjusted studies.
50%
Less “I Don’t Know’s”
In quantitative studies, GoodQues sees 50% less people selecting “I don’t know,” choosing to engage with the survey!
71%
More Attention
1 in 2 respondents find traditional surveys boring & say they don’t relate to them; 71% of respondents admit to paying more attention to GoodQues survey questions.
74%
More Emotion
74% of respondents say GoodQues survey questions are better at letting them express how they genuinely feel than traditional studies.
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83%
More Descriptive
Respondents use up to 83% more words to answer open-ended questions in GoodQues quantitative studies versus traditional studies.
90%
More Predictive
Our segmentation-based typing tools consistently achieve over 90% match rates, surpassing the industry standard of around 60%. How? More resonant questions = better quality data!
Proof that human-first is best
Our Approach
Human research puts
at the center of...
everything.
the audience
Most Research Companies:
One-size-fits-all research - every audience, every brand gets the same language, style and format.
GoodQues:
Research fitted to the audience - language, style and format modified to make the audience feel understood and engaged.
And what is
the
way, you ask?
01 Human-centric Research Design
A vast body of proven tactics is baked into our qualitative and quantitative research design. From copywriting to applying psychotherapy techniques, we create connective, emotive research experiences.
02 Rigorous Analysis, Aided by AI
Our team of brand strategists, analysts, dog-lovers and nerds are aided by AI tools; enhancing GoodQues efficiency, helping to mitigate bias, powering discovery and synthesizing big data sets.
03 Storied, Inspiring Human Output
Clients are people too; you want research that informs AND inspires. We deliver data stories instead of staid, boring statistics. Our outputs are filled to the brim with headlines, analogies, charts and visual-aids to help tell the human story.
A sampling of human-centered techniques unlocking respondent authenticity
GoodQues “Regulars”
Turn to us if you need your brand to resonate and be more resilient.
Capabilities
We exist to shift the relationship
from: corporate-driven
to: human-centric
Human-centricity reveals motivations, inner monologues, hidden apprehensions, and unsaid truths. Why? So your business can produce resonant messaging, solidify distinctiveness, identify a stronger product-market fit, and outmaneuver the competition.
Some of our capabilities!
Market Sizing
Quantify the potential size, value, and characteristics of a specific market
Foundational Studies
A broad range of subjects researched to establish a solid base of knowledge for a brand
White Space Mining
Study conducted to identify new, untapped opportunities or areas of innovation within a market or industry
Segmentation
Identifying and categorizing different groups within a larger target market
Customer Journeys
The series of end-to-end steps that show how a customer interacts with a category or brand from initial exposure to purchase and loyalty
Brand Tracking
Continuous and systematic study that monitors and evaluates various aspects of a brand's performance and perception over time
Attitude & Usage Studies
How people perceive and use products, services, brands or concepts
Humanized Personas
Representations of people that “bring to life” a brand’s target audience
Product/Concept Testing
Assessment of the viability, appeal, and potential success of a new product or concept before it is launched into the market
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See why we're the talk of the town.
Respondents agree, GoodQues studies are better!
Reviews
“Because there were more than one [prompt] in a question, it was easier to figure out exactly what I was feeling"
- Female, 18-29, West South Central
feeling”
Our Team
We are people who care…a lot. We care deeply about our clients, our respondents and our teammates. It is our mission to be more human in our research and in our relationships with you. We promise to always be honest, friendly and genuine. Every project will come with free jokes – but because they are free, they won’t always be good jokes.
FAQ'S
Human-centered design (HCD) is an approach to problem-solving and innovation that places the needs, preferences, and behaviors of end-users at the forefront of the design process. We’ve adopted this same principle to inform our research design. The primary focus of human-centered research design is to create quantitative and qualitative research studies that are not only functional and efficient but also deeply resonate with the respondents and enhance their overall experience.
Both! GoodQues maintains a nearly equal distribution of qualitative and quantitative research activities, evenly allocating resources to both throughout the year to serve our clients comprehensively.
Yes! Our team has undertaken research-on-research initiatives to substantiate the efficacy of numerous tactics. In our GoodQues research studies, we consistently observe a 50% reduction in the selection of "I don't know" responses in quantitative studies and a 50% increase in response length in quantitative open-ended inquiries. In essence, the application of human-centered design principles resonates with respondents, fostering heightened engagement and a more proactive participation in addressing survey questions.
Yes! GoodQues operates and has operated research in over 50 countries across North America, Europe, South America and Asia.
GoodQues leverages AI-powered tools to enhance the human component of our team; enhancing the efficiency and accuracy of our data analysis processes. By employing advanced machine learning algorithms, the AI aids in the automation of repetitive tasks, allowing the GoodQues team to focus on more complex aspects of analysis. The intelligent algorithms can identify patterns, trends, and correlations within large datasets, providing valuable insights that might be challenging to discern through traditional methods.
Human-centered design facilitates the generation of genuine and authentic insights for brands, fostering a profound understanding of consumers and cultivating heightened empathy for their needs, desires, and challenges. GoodQues Research endeavors to develop solutions that are not only informative but also serve as a source of inspiration for brands, illustrating the intricacies of the human experience and ultimately contributing to an elevated likelihood of brand resonance.
The choice is entirely contingent on the preferences of your company and team. Certain clients receive compelling data narratives characterized by attention-grabbing headlines, impactful statistics, and arresting designs. Alternatively, for other clients, we provide comprehensive analyses that explore every facet, presenting a synthesis of data points alongside supportive infographics and culturally relevant thought starters. In the majority of cases, we arm clients with both the raw data and the crafted data narrative.
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