Introduction
Great Question is a research platform built around a research customer relationship management (CRM) system, interviews, and a repository. Sprig is an enterprise survey platform powered by AI agents that runs in-product, email, and panel studies. Choose Great Question to recruit and interview your own customers. Choose Sprig when quantitative surveys and in-product reach drive the program. Great Question also offers a self-serve trial.
Last updated October 2026.
At a Glance
| Category | Sprig | Great Question |
|---|
| Core Category | Enterprise survey platform powered by AI agents | Agentic user experience research platform with a research CRM |
| Participant Source | In-product users, email lists, and external panels | Own customer lists, plus partner panels operated by User Interviews and Respondent |
| In-Product Surveys | Web, iOS, Android, React Native, and Flutter, triggered by events and attributes | Not documented in its help center |
| Quantitative Methods | Rank order, MaxDiff, and conjoint on Enterprise, plus quotas on Enterprise | Basic survey builder with screeners and cross-tabs |
| Interviews and Repository | Not a Sprig product area | Moderated interviews, AI moderation as an Enterprise add-on, and an AI-tagged repository |
| AI Approach | Design, Field, Analyze, and Synthesize agents, with MCP | AI moderation, AI summaries, Ask AI, and a documented MCP server |
| Administration | SAML single sign-on, audit logging, and SOC 2 Type II | SAML single sign-on and SCIM on Enterprise, plus SOC 2 Type II |
| Pricing Model | Does not publish pricing | Publishes self-serve pricing and quotes Enterprise individually |
| G2 Rating | 4.3 out of 5 from 199 reviews | 4.7 out of 5 from 23 reviews |
Which Platform Should You Choose?
The short version: Great Question fits teams whose research starts with a list of people they can talk to. Sprig fits teams whose research starts with a question that needs a number with a stated sample and test.
Choose Sprig if Quantitative Evidence Drives Decisions
- You need to survey users inside the product at the moment they act, using event and attribute targeting
- You need rank order, MaxDiff, or conjoint questions with randomization and response quotas
- You run one program across in-product, email, and panel studies and want one workspace
- You want agents that draft studies, probe in real time, and run statistical tests, though the Analyze Agent is in preview
- You want AI access through MCP with role-based permissions and draft-only study creation
Choose Great Question if You Run Conversations With Known People
- You keep a list of customers and want to schedule, recruit, and track them as a research CRM
- You run moderated or AI-moderated interviews and need recordings, transcripts, and highlights
- You want an AI-tagged repository that teammates can query in plain language
- You need card sorting, tree testing, or focus groups, which Great Question lists on Enterprise
- You need SCIM provisioning or a Business Associate Agreement for research that involves health data
Teams that land on both lists often run both platforms. The recruitment chapter explains why, and the router near the end sorts specific questions.
Comparison Methodology
Every capability claim in this guide comes from the vendor’s own published pages and documentation, retrieved on October 14, 2026. Where Great Question’s marketing pages and help center disagree, this guide names both. A sentence that says a capability is "not documented" means the page or help article read for this guide doesn’t describe it, not that the vendor lacks it.
The guide doesn’t state any prices. It describes pricing qualitatively and attributes every vendor claim that can’t be verified independently, including panel sizes and customer counts.
What You'll Learn
- How the two platforms differ in category, audience, and starting point
- Which platform wins survey design, AI, recruitment, interviews, analysis, security, and implementation
- Where Great Question is the stronger choice, and where it isn’t
- How to route a research question to the right platform and how to pair them
Background and Positioning: How Sprig and Great Question Compare
Two platforms can both say "customer research" and mean different jobs. Before comparing features, it helps to name what each platform was built to do, because the rest of the comparison follows from that starting point.
What Great Question Is
Great Question describes itself as an agentic user experience research platform. Its product pages group the work into three parts: recruitment from a team’s own customers or an embedded external panel, a research CRM that tracks participants, and mixed-method studies with an AI-tagged repository. G2 lists it under User Research and User Research Repositories.
The company says more than 300 teams use it. That figure is Great Question’s own claim, and this guide doesn’t verify it.
What Sprig Is
Sprig is an enterprise survey platform powered by AI agents. Its homepage reads "Enterprise surveys. Powered by agents." and names Design, Field, Analyze, and Synthesize agents plus an MCP connector. Studies reach respondents through in-product surveys, email, and external panels. What Is Sprig covers the product in full.
Two Different Starting Points
Great Question starts with the participant. A researcher adds a person to the research CRM, recruits that person into a study, records a conversation, and stores the highlights. The unit of work is a session with a named human.
Sprig starts with the question. A researcher defines a population, writes the instrument, fields it, and analyzes the distribution of answers. The unit of work is a response set large enough to support a claim.
Where the Platforms Overlap
Both platforms run surveys. Both offer AI features across the research lifecycle. Both publish an MCP server that lets assistants like Claude and ChatGPT work with research data. And both state SOC 2 Type II compliance on their own security pages.
The overlap is real, but the depth differs on each side. The chapters below test it dimension by dimension.
Where Sprig Is the Weaker Choice
Sprig is the weaker choice for several jobs that Great Question handles directly. It doesn’t run moderated or AI-moderated interviews. It doesn’t document a research CRM, a cross-study repository, card sorting, tree testing, or focus groups. Its security page doesn’t mention SCIM. And its strongest quantitative instruments, rank order, MaxDiff, conjoint, and quotas, sit on the Enterprise plan.
A team that needs any of those on day one should weigh them before the comparison on survey methods.
Choosing Between Conversations and Measurement
Teams that need to understand why a handful of customers behave a certain way benefit from conversations. Teams that need to know how many customers behave that way, and whether a difference between segments is real, benefit from measurement. The guide to AI-moderated interviews versus surveys covers that boundary in detail.
Survey Creation and Quantitative Methods: How Sprig and Great Question Compare
Survey design decides what a study can conclude. A builder that supports only simple questions limits the methods a team can run, so this chapter compares the instruments each platform documents.
Survey Creation at a Glance
| Category | Sprig | Great Question |
|---|
| Question Types | More than a dozen, including rating scale, NPS, matrix, and video | 13 listed in the help center, including matrix and linear scale |
| Rank Order | Enterprise plan | Marketing page lists it, help center says there's none |
| MaxDiff and Conjoint | Enterprise plan, Standard Format surveys | Not documented |
| Randomization | Answer options, rank order, MaxDiff, and conjoint | Help center says there's none |
| Quotas | Enterprise plan | Participant limits per study, no quota article |
| Screeners | Supported | Supported, tied to the research CRM |
Question Library
Sprig’s question documentation lists more than a dozen types. They include rating scale, Net Promoter Score (NPS), open text, matrix, and video and voice, plus rank order, MaxDiff, and conjoint for measurement. Great Question’s help center lists 13 types, including short and long text, number, date, yes or no, linear scale, and matrix.
Both cover the basics of a customer survey. Sprig documents more instruments for measurement.
The Rank Order Discrepancy
Great Question’s surveys page lists ranking questions. Its help center article on surveys, read on October 14, 2026, states there’s no ranking question type. Teams that need ranking should test the builder in a trial before they commit.
MaxDiff, Conjoint, and Randomization
Sprig documents MaxDiff with sets of 4 to 24 items and conjoint with at least three features and three levels each, up to four options per task and 15 tasks. Both are Enterprise plan features, and both require surveys in Standard Format. Sprig also randomizes answer order, rank order items, and MaxDiff sets per respondent.
Great Question doesn’t document MaxDiff or conjoint, and its help center says surveys have no randomization of questions or answers. Randomization matters because fixed order creates position bias that no analysis step removes later. The guide to running a MaxDiff study and the guide to running a conjoint analysis show what each method needs from a platform.
Quotas and Population Control
Sprig supports response-based quotas on the Enterprise plan. A team sets targets against screener answers so a study stops filling segments that are already complete.
Great Question’s help center describes participant limits per study but lists no quota article, and it says surveys have no quota-full redirect. Sprig’s quotas have limits of their own: criteria can use only single-select, rating scale, and NPS questions, and a quota’s criteria can’t be edited after launch.
Screeners and Participant Attributes
Great Question’s strength is the link between a survey and the people in its CRM. A response can map to participant attributes that carry into the profile and the repository, and the platform supports screeners before a study starts. Sprig also supports screeners and attributes, but it doesn’t document a persistent participant record that spans studies.
Survey Creation Verdict
Sprig wins survey creation for quantitative research. Both platforms build standard surveys with logic and screeners, but Sprig documents rank order, MaxDiff, conjoint, randomization, and quotas that Great Question doesn’t document. Great Question is the better fit when a survey is one step in a program built around known participants, because Great Question says responses map to participant attributes in the CRM.
AI Capabilities: How Sprig and Great Question Compare
Both vendors lead with AI, but they point it at different work. Great Question aims AI at conversations: moderating them, summarizing them, and searching them. Sprig aims AI at studies: drafting them, probing inside them, and analyzing the results.
AI Capabilities at a Glance
| Category | Sprig | Great Question |
|---|
| Study Creation | Design Agent drafts a study from a research goal | AI-assisted question drafting |
| Live Probing | Field Agent asks AI follow-up questions on open text | AI moderation of interviews on Enterprise |
| Analysis | Analyze Agent runs statistical tests, in preview | AI summaries, tagging, and Ask AI |
| MCP Access | Role-based, draft-only study creation | 113 documented tools |
Great Question's AI Moderation
Great Question’s help center describes AI Moderated Interviews on Enterprise plans (an add-on, according to its pricing page), where an AI interviewer runs a conversational session. AI Moderated Prototype Testing runs on Figma prototypes and is in beta with limited availability. Recordings and transcripts land on the participant record.
The help center doesn’t cover supported languages, usage limits, or human review of these sessions. Sprig doesn’t offer AI-moderated interviews.
Great Question's Analysis and Ask AI
Great Question’s pages describe AI summaries, highlight suggestions, auto-tagging, and an Ask AI feature that answers plain-language questions with the quote and session behind each claim. Its surveys page says AI surfaces themes in open-ended responses, while the surveys help article describes only AI-assisted question drafting. The two pages describe different scope.
Sprig's Design, Field, Synthesize, and Analyze Agents
Sprig’s Design Agent builds a study from a research goal. The Field Agent asks follow-up questions in real time. The Synthesize Agent turns responses into themes and reports, and the Analyze Agent runs crosstabs, t-tests, analysis of variance (ANOVA), correlation, and Van Westendorp on survey data.
Sprig labels the Analyze Agent as in preview, so teams should confirm current availability before relying on it.
MCP Compared
Both vendors document an MCP server, so neither can claim exclusivity. Great Question’s documentation lists at least 113 tools, about 64 for reading and 49 for writing, while its marketing pages cite 112 and 130 or more. The list includes no tool that publishes a study.
Sprig’s documentation states the server enforces the same role-based permissions as the app, checks them at every call, and creates studies in draft only. A person approves each study in the app, and an admin can switch the server off org-wide. Sprig states it doesn’t use response data to train models.
What AI Doesn't Replace
AI has accelerated study drafting, probing, and summarizing, but it hasn’t replaced research fundamentals: a clear question, a sample that fits the population, and a method that matches the decision. The strongest AI features help researchers carry out those fundamentals faster, and researchers remain responsible for the conclusions.
AI Capabilities Verdict
AI capabilities is a tie, split by the kind of work. Great Question is stronger for interview-led research, with AI moderation, summaries, and a searchable repository. Sprig is stronger for survey-led research, with agents that draft studies, probe respondents, and test differences between segments. Researchers should review the output of either platform before they act on it.
Recruitment, Distribution, and Participant Reach: How Sprig and Great Question Compare
This chapter compares how each platform finds participants and delivers studies to them: Great Question through a participant list and partner panels, Sprig through in-product, email, and panel channels.
Recruitment and Distribution at a Glance
| Category | Sprig | Great Question |
|---|
| Known Customers | Email lists | Research CRM with candidate lists, plus CRM sync on Enterprise |
| In-Product Reach | Web, iOS, Android, React Native, and Flutter SDKs | Not documented in its help center |
| External Panels | Sprig panels with 300+ targeting attributes | Partner panels from User Interviews and Respondent |
| Email Delivery | Native email surveys | Email invites to participants |
| Incentives | Automatic participant incentives on panels | Incentives paid through Tremendous on paid plans |
Great Question's Research CRM
Great Question lets a team import customers, tag them with attributes, and invite them to studies. On Enterprise, the CRM syncs with Salesforce and Snowflake. The platform tracks participants and the studies they join, and Great Question says responses map back to participant attributes.
Teams with a large customer base and a steady interview schedule get real value from this layer. Sprig doesn’t document an equivalent participant-management product.
Partner Panels and Their Limits
Great Question’s external recruitment runs through partners. The User Interviews panel, which that vendor’s integration page puts at 7.5M+ participants, is an Enterprise add-on. The Respondent panel, which Respondent’s page puts at 4.3M+ participants, is available pay as you go on the self-serve plan.
Both panels belong to the partner companies, not to Great Question. Panel sizes aren’t comparable across these platforms, so this guide doesn’t rank them. Sprig reaches external audiences through its research panels, which offer more than 300 targeting attributes across B2B and B2C audiences.
In-Product Surveys
Sprig’s SDKs for web, iOS, Android, React Native, and Flutter let a team trigger a survey after a specific action, during onboarding, or at a moment of friction. Targeting uses user attributes and behavioral events, and Sprig captures session replay clips for each response, showing up to five minutes before and after the answer. The web and mobile pages describe both.
Great Question’s help center index lists no article on website or in-product intercepts. The closest entry, Website (Codeless) Testing, covers unmoderated tests on live websites. A team that needs to survey users at the moment of an action should confirm Great Question’s current options with the vendor.
Email and Link Distribution
Both platforms can send a study to a known list. Great Question documents a direct share link, email invites, individual invites, and hosting a survey in an external tool with a token that links responses back to participants. Sprig’s email delivery sends surveys natively.
Recruitment Verdict
Great Question and Sprig split this chapter. Great Question wins when the participants are known customers a team wants to schedule, track, and revisit, and when it needs partner panels for interviews. Sprig wins when the participants are users inside the product or a large segment that must be sampled with quotas.
Interviews, Repository, and Integrations: How Sprig and Great Question Compare
This chapter covers the work Great Question was built for. Interviews, recordings, and a repository sit at the center of its product, and they sit outside Sprig’s.
Interviews, Repository, and Integrations at a Glance
| Category | Sprig | Great Question |
|---|
| Moderated Interviews | Not a Sprig product area | Scheduling, recording, and transcription through Zoom, Google Meet, and Microsoft Teams |
| Repository | Not a Sprig product area | AI-tagged, searchable, with Ask AI |
| Other Methods | Prototype tests with recorded tasks on Enterprise | Card sorting, tree testing, and focus groups on Enterprise |
| Integrations | Slack, Notion, Dovetail, Amplitude, Mixpanel, and Segment | 20+ native integrations, by Great Question's own count |
Moderated Interviews and Highlights
Great Question’s interviews page covers recruiting, scheduling, incentives, and automatic recording and transcription on Zoom, Google Meet, and Microsoft Teams. Researchers select transcript text to create video highlights, combine them into reels, and embed them in reports. Observer rooms let teammates watch sessions, and observers are free on every plan.
Sprig doesn’t run moderated interviews, and this guide doesn’t suggest it does. Teams that need live conversation should plan for a tool like Great Question alongside Sprig. The guide to AI-moderated research covers that category.
Repository and Cross-Study Search
Great Question stores recordings, transcripts, surveys, and highlights in one repository and lets researchers query it in plain language. That cross-study memory is a core strength. It lets a new team member find what the company already learned.
Sprig stores responses by study and doesn’t position itself as a repository. Teams that want a dedicated one can connect Sprig to a research repository, and the comparison with Dovetail shows how that pairing works.
Card Sorting, Tree Testing, and Focus Groups
Great Question’s pricing page lists card sorting, tree testing, and focus groups on Enterprise. Sprig documents none of these. Teams that test navigation structure or run group sessions need a platform with those methods.
Integrations and Workflows
Great Question states it has more than 20 native integrations, including Slack, Figma, and Snowflake. Sprig integrates with Slack, Notion, Dovetail, Amplitude, Mixpanel, and Segment, and it offers a public API and webhooks. Neither vendor’s integration count is independently verified here.
Interviews and Repository Verdict
Great Question wins this chapter outright. It offers moderated interviews, a repository, highlights, and additional methods, while Sprig offers none of them. A team whose research consists mainly of interviews should choose Great Question without hesitation.
Analysis and Reporting: How Sprig and Great Question Compare
This chapter compares how each platform turns survey responses into analysis: summary charts and cross-tabs on one side, statistical tests and session context on the other.
Analysis and Reporting at a Glance
| Category | Sprig | Great Question |
|---|
| Open-Text Analysis | AI thematic clustering of open text | AI theme detection, according to its surveys page |
| Statistical Tests | Crosstabs, t-tests, ANOVA, correlation, and Van Westendorp | Cross-tabs and filters by attribute |
| Behavior Context | Session replay clips around responses | Not documented for surveys |
| Export | Raw response export | CSV with a fixed column set |
Great Question's Summary Views
Great Question’s survey summary shows a chart per question and a list of free-text answers. Researchers can filter by participant attributes, build cross-tabs, and export CSV. The help center states there’s no drop-off or per-question abandonment analytics and no anonymized export.
Sprig's Analysis Workflow
Sprig’s Synthesize Agent clusters open-text responses into themes, and the Analyze Agent runs crosstabs, t-tests, ANOVA, and correlation through Pandas and SciPy. Researchers can adjust analyses in natural language and send results to Claude or another model. The Analyze Agent page lists the supported methods, and the guide to analyzing survey data with AI shows how to audit the output.
Qualitative Memory Versus Quantitative Testing
Great Question analyzes across conversations, so a researcher can ask what customers have said about onboarding over the past year. Sprig analyzes within a study and tests whether segment differences are statistically real. The two answer different questions.
Analysis Verdict
Sprig wins analysis for survey data. It documents statistical tests and session replay context that Great Question doesn’t, while Great Question is stronger at searching and summarizing qualitative material across studies. Teams that need to defend a number to a leadership team should lean on Sprig.
Enterprise Security, Governance, and Administration: How Sprig and Great Question Compare
This chapter compares what each platform publishes about certifications, access control, and hosting. It shows near parity on purpose.
Security and Administration at a Glance
| Category | Sprig | Great Question |
|---|
| SOC 2 Type II | Badge on its security standards page | Security page says the exam is complete |
| GDPR | Badge on its security standards page | Stated on its security page |
| HIPAA | Badge on its security standards page | Business Associate Agreement available, Enterprise add-on |
| Single Sign-On | SAML | SAML on Enterprise |
| SCIM | Not mentioned on its security page | Documented, Enterprise |
| Hosting | AWS facilities in the United States | AWS US-1 East |
Certifications and Attestations
Both vendors publish SOC 2 Type II claims and GDPR commitments. Sprig’s security standards page also lists CCPA and the Data Privacy Framework. Great Question’s security page says it monitors controls through Vanta and runs regular penetration tests, and it publishes no ISO certification. Sprig also doesn’t claim an ISO certification of its own.
Single Sign-On, SCIM, and Audit Logs
Sprig supports SAML single sign-on and logs and audits user access, retaining records for at least one year. Great Question lists SAML single sign-on, System for Cross-domain Identity Management (SCIM) provisioning, and audit logs on Enterprise, with help center articles for Okta and Azure AD setup. Sprig’s security page doesn’t mention SCIM.
SCIM matters for organizations that automate user lifecycle changes, so this is a real advantage for Great Question.
Health Data and Hosting
Great Question says a Business Associate Agreement (BAA) is available for research involving protected health information (PHI), and it lists HIPAA compliance as an Enterprise add-on. Sprig displays a HIPAA badge. Teams with health data should confirm BAA terms with both vendors before they field a study.
Both vendors host in the United States on Amazon Web Services, and neither lists regional hosting options. The data residency guide explains how to verify that for any survey platform.
Security and Administration Verdict
Great Question wins this chapter by a narrow margin. Both platforms publish SOC 2 Type II claims, GDPR commitments, single sign-on, and United States hosting, but Great Question additionally documents SCIM and a BAA path. Organizations with strict provisioning or health-data requirements should treat that as a deciding point.
Implementation, Migration, and Total Cost of Ownership: How Sprig and Great Question Compare
Most teams comparing these platforms aren’t replacing one with the other. They’re deciding which to add, so this chapter covers packaging, setup, and what each platform leaves for a second tool.
Implementation and Cost at a Glance
| Category | Sprig | Great Question |
|---|
| Pricing Publication | Does not publish pricing | Publishes self-serve pricing per seat |
| Entry Path | Starts with a sales conversation | 14-day free trial, no credit card |
| Self-Serve Limits | Not published | Up to five seats and 100 research participants |
| Enterprise Packaging | Quantitative methods, quotas, and rank order on Enterprise | SSO, SCIM, AI moderation, MCP, and CRM sync on Enterprise |
| Observers | Not documented | Free and unlimited on all plans |
Packaging and Pricing Models
Great Question publishes self-serve pricing per seat with monthly and annual billing, offers a 14-day free trial that requires no credit card, and has no free plan. Enterprise pricing is custom and annual only.
Sprig doesn’t publish pricing, and its site offers no free tier or self-serve signup path. Its question documentation says most question types are available on every plan, with rank order, MaxDiff, conjoint, and recorded tasks limited to Enterprise.
Great Question’s self-serve plan excludes several features that enterprise programs often need. Those sit on Enterprise or as add-ons:
- Single sign-on, SCIM, and audit logs
- MCP access and CRM sync
- AI moderation
- Card sorting, tree testing, and focus groups
- HIPAA compliance
A team that needs any of these should price the Enterprise plan from the start.
Setup and Time to First Study
Great Question’s self-serve path lets a researcher start a trial and recruit without a sales call. That’s a real advantage for a small team that wants to run its first interviews this week.
Sprig’s in-product studies need an SDK installed once. After that, research teams create studies and adjust targeting without engineering work, according to Sprig’s web page.
Moving Studies Between Platforms
Neither vendor documents an automated migration path to the other. Moving a survey means rebuilding the instrument in the new builder, and Great Question’s CSV export covers raw responses. Interview recordings and repository highlights have no Sprig equivalent, so they stay in Great Question.
Total Cost of Ownership Is Asymmetric
The load-bearing gap differs by buyer. A team running mostly surveys that picks Great Question will add a second tool for rank order, MaxDiff, conjoint, and quotas. A team running mostly interviews that picks Sprig will add a second tool for recording, transcription, and a repository.
The cheaper platform is the one that covers more of the team’s actual weekly work. Counting the second tool’s cost belongs in any evaluation.
Questions to Settle Before You Commit
A trial or demo is the cheapest place to catch a gap that documentation leaves open. These checks turn the open points in this comparison into testable steps.
In a Great Question trial, a team should check five things:
- Build a survey with a ranking question and see whether the builder supports it
- Test whether answer order can be randomized
- Ask whether in-product or website intercepts exist for the use case
- Confirm which partner panel serves the audience and which plan includes it
- Confirm AI moderation availability, supported languages, and human review of sessions
In a Sprig demo, a team should check five different things:
- Confirm which question types the plan includes, since rank order, MaxDiff, conjoint, and quotas sit on Enterprise
- Confirm Business Associate Agreement terms if health data is in scope
- Ask how user provisioning works without SCIM
- Confirm panel coverage and incentives for the target audience
- Ask how MCP permissions map to the organization’s roles
Implementation Verdict
Great Question wins the start: it offers a self-serve trial and a published price list, which suits small teams. Sprig suits organizations that want enterprise survey methods and in-product reach under one contract, and they should plan to begin with a sales conversation.
Which Platform Is Right for Your Team?
Each audience below leans one way, and the honest answer for several is both. The chapter ends with a fit matrix and a router.
Product Managers
Sprig fits product managers who want fast answers from users inside the product, at the moment of an action, with the results tied to behavior through session replay. Great Question fits product managers who want to schedule customer conversations and keep the highlights in a shared repository.
Market Research Teams
Sprig fits market research teams that need quotas, randomization, rank order, MaxDiff, and conjoint, fielded to research panels or customer lists. Great Question fits teams whose market research is qualitative and recruits through partner panels for interviews.
User Research and Design Teams
Great Question fits user research and design teams that run moderated interviews, prototype tests, and card sorts. They also need a repository that teammates can search. Sprig fits the quantitative layer of the same program: sizing a finding from interviews across thousands of users and testing which segments differ.
Research Operations
Great Question fits research operations teams that manage a participant pool, track who has been contacted, and provision users through SCIM. Sprig fits operations teams that want one survey platform with quotas, role-based permissions, and an MCP connection under admin control.
IT and Security
Great Question gives IT and security teams a documented SCIM path, SAML on Enterprise, and a BAA option. Sprig gives them SAML single sign-on, audit logging, and role-based MCP permissions with an org-wide switch. Both host in the United States, so teams with residency requirements should confirm directly.
Which Platform Fits Different Organizations?
| Organization Type | Recommended Platform | Why |
|---|
| Product team with a large user base and in-product questions | Sprig | In-product surveys are triggered by events and attributes |
| Small team running its first customer interviews | Great Question | Self-serve trial and published pricing |
| Market research team running quota-controlled studies | Sprig | Quotas, rank order, MaxDiff, and conjoint on Enterprise |
| Research team that keeps a customer panel | Great Question | Research CRM tracks participants and studies |
| Team that needs card sorting or tree testing | Great Question | Listed on its Enterprise plan |
| Team that runs both interviews and large surveys | Both | Each covers the work the other doesn't |
| Organization that automates user provisioning with SCIM | Great Question | SCIM documented on Enterprise |
| Organization that wants agents to draft and test surveys | Sprig | Design, Field, Analyze, and Synthesize agents |
Routing Research Questions to the Right Platform
The cleanest way to choose is to start from the question. The router below sends 10 common research questions to the platform whose strengths fit. The decision table that follows sorts by audience.
Research Question Router
| Research Question | Best Fit | Why |
|---|
| Why did a handful of customers abandon onboarding? | Great Question | Interviews surface reasons |
| How many users hit the same onboarding friction? | Sprig | In-product survey at the moment of friction |
| Which of 12 candidate features matters most? | Sprig | MaxDiff on Enterprise |
| Which feature bundle will customers choose? | Sprig | Conjoint on Enterprise |
| Does our navigation structure make sense? | Great Question | Card sorting and tree testing on Enterprise |
| How satisfied are users right after a specific action? | Sprig | Event-triggered in-product survey |
| Who can we interview next week? | Great Question | Research CRM and partner panels |
| Do satisfaction scores differ between plan tiers? | Sprig | Analyze Agent runs significance tests |
| What did we already learn about billing? | Great Question | Repository search across studies |
| Is a finding from interviews true across the customer base? | Both | Interviews first, survey second |
Audience and Method Decision Table
| Who You Can Reach | Method That Fits | Platform |
|---|
| Known customers on a list, for conversations | Moderated or AI-moderated interviews | Great Question |
| Users inside the product at a specific moment | In-product survey with event targeting | Sprig |
| Strangers matching a profile, for a large sample | Panel survey with quotas | Sprig |
| Strangers matching a profile, for a few conversations | Partner panel recruitment | Great Question |
Worked Pairing: Interviews First, Survey Second
The numbers below are illustrative, not results from a real study. A product team suspects that permission settings confuse new administrators. It interviews 12 customers through Great Question, and eight of them describe the same confusion about role names.
That finding is a hypothesis with a small base. The team then writes a short survey in Sprig, triggers it after administrators open the permissions screen, and collects responses from the administrators who open it. The Analyze Agent compares confusion rates across plan tiers.
The interviews explained the problem, and the survey sized it. Neither platform alone would have done both.
Frequently Asked Questions
What Is the Difference Between Sprig and Great Question?
Great Question is a user research platform built around a research CRM, interviews, and a repository. Sprig is an enterprise survey platform that fields in-product, email, and panel studies and analyzes the results with agents. Great Question starts with people the team can talk to, and Sprig starts with a question that needs a measurable answer.
Is Sprig an Alternative to Great Question?
Sprig is an alternative for the survey work, not for the interview work. Teams leaving Great Question because they need rank order, MaxDiff, conjoint, quotas, or in-product surveys can replace that work with Sprig. Sprig doesn’t offer moderated interviews, a research CRM, or a repository, so teams that rely on those should keep Great Question or choose a tool built for them.
Is Great Question a Survey Platform?
Great Question includes a survey builder, but surveys are one of several study types alongside interviews and prototype tests. Its help center lists 13 question types, screeners, logic, and CSV export. It doesn’t document rank order, MaxDiff, conjoint, randomization, or quotas, so teams should confirm with Great Question before relying on it for quantitative work. Sprig documents those methods.
Does Great Question Have Its Own Research Panel?
Great Question’s external recruitment runs through partner panels. User Interviews' panel, which that vendor describes as 7.5M+ participants, is an Enterprise add-on, and Respondent’s panel, which Respondent describes as 4.3M+, is available pay as you go. Great Question also lets teams build a panel of their own customers in the research CRM.
Does Great Question Support MaxDiff or Conjoint?
As of October 14, 2026, none of the Great Question pages read for this guide document MaxDiff or conjoint. Sprig documents both as Enterprise plan question types. The MaxDiff guide and conjoint guide explain what each method needs from a platform.
Can Great Question Run In-Product Surveys?
Great Question’s help center index, read on October 14, 2026, lists no article on website or in-product intercepts. It documents share links, email invites, and external recruitment.
Sprig runs in-product surveys through SDKs for web, iOS, Android, React Native, and Flutter, triggered by events and attributes.
Does Sprig Run User Interviews?
Sprig doesn’t run moderated or AI-moderated interviews. Its Field Agent asks AI follow-up questions inside surveys, which adds depth to open-text responses, but it doesn’t replace a conversation. Teams that need interviews can use Great Question, and the AI-moderated research buyer’s guide compares tools built for that work.
Does Great Question Publish Pricing?
Yes, Great Question publishes self-serve pricing per seat with monthly and annual billing and offers a 14-day free trial without a credit card. Enterprise pricing is custom and annual only. Sprig doesn’t publish pricing, so a team starts with a sales conversation.
How Do Sprig and Great Question Compare on AI?
Great Question applies AI to interviews: AI moderation as an Enterprise add-on, summaries, auto-tagging, and Ask AI over the repository. Sprig applies AI to surveys through the Design Agent, Field Agent, Synthesize Agent, and Analyze Agent. Researchers remain responsible for conclusions on both platforms.
Do Sprig and Great Question Both Have MCP Servers?
Yes, both vendors document a Model Context Protocol (MCP) server. Great Question’s documentation lists at least 113 tools for reading and writing research data. Sprig’s server enforces role-based permissions at every call, creates studies in draft only, and lets an admin switch it off org-wide. Neither platform can claim exclusivity.
Which Platform Is Better for Enterprise Security Requirements?
Both platforms publish SOC 2 Type II claims, GDPR commitments, SAML single sign-on, and United States hosting. Great Question additionally documents SCIM provisioning and a Business Associate Agreement path on Enterprise. Teams with strict provisioning or health-data requirements should compare both vendors’ current documentation. The enterprise survey software buyer’s guide lists the questions to ask.
Can Teams Use Sprig and Great Question Together?
Yes, and many research programs benefit from the pairing. Great Question handles recruitment, interviews, and the repository. Sprig handles in-product surveys, quantitative methods, and statistical analysis. A common sequence is to interview customers first and then size the finding with a survey, as the worked pairing above shows.
Which Platform Should My Team Choose?
Choose Great Question if your research starts with a list of customers you can schedule and your main output is interviews, recordings, and a searchable repository. Choose Sprig if your research starts with a question that needs a number with a stated sample and test, or if you need to reach users inside your product. If you need both, run both.
To see how a customer interview round and a quantitative survey fit into one research plan, explore Sprig and book a demo.
