Why We Exist
The truth is hard to uncover...
and even harder to make unforgettable. GoodQues uses creativity to solve both.
The Anti-research,
Research Company
We apply creativity to every stage of qualitative and quantitive research, from uncovering truth to data storytelling.
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We apply out-of-the-box thinking to qualitative, quantitative and mix-methodology research, at every phase of the workflow.
Creativity is how we get better data
Quantitative
4X
Larger Opportunity
Traditional research estimated the opportunity size at 10%. GoodQues reframed the study using memes, projective techniques and creative exercises, admission rates rose to 40%. Creativity can change a business outcome.
Quantitative
90%
Match Rate
Change the rest of the copy to: Our segmentation typing tools achieve 90% match rates versus industry norms around 60%. The difference? Questions that sound more like people and less like surveys.
Qualitative
74%
More Emotion
74% of respondents say GoodQues survey questions are better at letting them express how they genuinely feel than traditional studies.
Quantitative
83%
Richer Responses
Respondents use up to 83% more words to answer open-ended questions in GoodQues quantitative studies versus traditional studies.
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Qualitative
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.
Qualitative
71%
More Engaged
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.
Quantitative
50%
More Thoughtfulness
Respondents report feeling 50% more thoughtful in their responses in GoodQues studies that incorporate meditative breathing.
Quantitative
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!
Our Approach
Creative research puts
at the center of...
everything.
the audience
The GoodQues Process
02 Rigorous analysis, supercharged by AI
Anyone can access AI. The advantage comes from knowing what to ask, how to challenge the answer, and where to dig deeper. GoodQues combines strategic thinking, creative research design, and AI-powered workflows to uncover patterns faster, synthesize larger datasets, and deliver data stories.
03 Unforgettable insights, delivered unforgettably
Most research is forgotten within days. We design our outputs to be remembered. Through sharp headlines, compelling narratives, thoughtful data visualization, and creative formats ranging from podcasts to interactive experiences, we transform findings into stories stakeholders can understand, recall, and act on.
01 Human-centered design
No two GoodQues studies look exactly alike.
The methodologies shown below are a small sampling of the creative frameworks, behavioral techniques, and research approaches we draw from when designing studies that get closer to the truth.
From surveys to pricing studies, we rewrite research to sound like real people talking. When questions feel natural, people engage more deeply and provide richer answers.
Our GoodQues-tions borrow techniques from therapy—asking in a layered, reflective, and non-judgmental way to help people reveal what they truly think and feel in quantitative and qualitative.
We invite participants to create comics and visual stories. Sometimes a drawing reveals more than a direct question ever could
Memes act as cultural shorthand. They help respondents discuss difficult topics, overcome social desirability bias, and communicate emotions that traditional questions often fail to capture.
Instead of asking people what they think, we ask what their friends, coworkers, or peers would say. This simple shift often reveals beliefs and behaviors that would otherwise stay hidden.
Games lower defenses, increase engagement, and help people reveal preferences and behaviors more naturally than traditional research exercises.
From workshops to AI-powered knowledge hubs, we're always exploring new ways to bring insights to life.
GoodQues “Regulars”
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02 Rigorous analysis, supercharged by AI
If AI tools are ships, we're the captains.
Every agency has access to the same models. The difference is in how you use them — what you ask, how you structure it, and what you build with what comes back.
We build and train custom research agents. They generate instruments, flag social desirability bias, and iterate on question constructs based on our proprietary methodology.
We develop and test our own analysis pipelines: multi-pass qualitative coding agents, semantic clustering, and cross-study pattern detection, running on secure, enterprise-grade infrastructure.
Transcription, summarization, and narrative generation power our video reels and research podcasts. Interactive HTML experiences are built with AI-assisted code generation.
Prompt engineering is a skill, not a setting. We've trained insights and marketing teams at P&G and Unilever on how to structure queries, constrain outputs, and evaluate LLM responses for research applications.
We transform insights into formats people want to engage with, revisit, share, and remember.
Reports People Actually Read
Research delivered through sharp storytelling, memorable headlines, compelling visuals, and narrative structure. Our internal brief? Make it read less like a report and more like a steamy novel.
Research Podcasts
Turn a report into a 10-minute executive briefing. Perfect for commutes, flights, and leadership teams short on time.
Highlight Reels
We guide the story. AI handles the editing. Hours of qualitative footage become a compelling narrative people actually watch.
Insight Games
Interactive experiences that transform learning into discovery.
And so much more
From workshops to AI-powered knowledge hubs, we're always exploring new ways to bring insights to life.
Projects We're Called For Most Often
Human Truths & Foundation
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Segmentation & personas
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Journey mapping
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Attitude & Usage (A&U)
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Multicultural Research
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Jobs-to-be-Done
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Needs-state Mapping
New Growth& Innovation
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Exploratory & Ethnographic
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Concept Testing
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Creative Testing
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Research as Content
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Co-creation Workshops
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Go-to-Market Readiness
Values/Tradeoffs and
Measurement
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Conjoint Analysis
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MaxDiff
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Pricing Elasticity
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TURF
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Driver Analysis
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Opportunity Sizing
Custom, Cultural and Always-On
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Brand Communities
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Consumer Advisory Board
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Market Landscaping
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Trend Research
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Foundational Research
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Anatomy of _____
See why we're the talk of the town.
We're people people.
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”
We care deeply about the people behind every project—our clients, our respondents, and our teammates. You'll get thoughtful work, honest perspectives, and a team that's easy to work with. The jokes come free of charge. No refunds.
P.S It's pronounced "ques." Like Good-Question.
We're named after the most important thing in research.
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.