Askable Company Profile

Background

Company Overview

Founded in 2016, Askable is a Brisbane, Australia-based company specializing in participant recruitment software for user research. The company provides a platform that connects businesses with research participants, facilitating user testing, online tasks, surveys, and more. Askable's mission is to streamline the user research process, enabling organizations to gather valuable insights efficiently.

Mission and Vision

Askable is committed to revolutionizing the user research landscape by offering a seamless platform that bridges the gap between businesses and their target audiences. The company's vision is to empower organizations to make informed decisions through direct user feedback, enhancing product development and customer satisfaction.

Key Strategic Focus

Core Objectives

Askable focuses on simplifying the recruitment of research participants, providing businesses with access to a diverse pool of individuals for user testing and feedback. The platform aims to reduce the time and effort involved in traditional recruitment methods, allowing companies to concentrate on deriving actionable insights.

Areas of Specialization

The company specializes in:

• Participant Recruitment: Offering a vast network of participants from various demographics.

• User Testing Facilitation: Enabling both moderated and unmoderated research sessions.

• Survey Distribution: Providing tools for creating and distributing surveys to targeted audiences.

Key Technologies Utilized

Askable leverages advanced technologies to enhance its platform, including:

• Automated Scheduling: Streamlining the coordination of research sessions.

• AI-Driven Matching: Utilizing artificial intelligence to pair businesses with suitable participants.

• Data Analytics: Offering insights into participant responses and behavior.

Primary Markets Targeted

Askable serves a broad range of industries, including:

• Technology: Assisting tech companies in refining user interfaces and experiences.

• Healthcare: Facilitating patient feedback for medical products and services.

• Finance: Enabling financial institutions to understand customer needs and preferences.

Financials and Funding

Funding History

In December 2024, Askable completed a Series A funding round, raising A$22 million (approximately US$14 million). The round was led by Airtree Ventures, marking the company's first external investment.

Utilization of Capital

The funds are intended to support:

• Global Expansion: Establishing a presence in new international markets.

• Technology Enhancement: Developing new features and improving platform capabilities.

• Talent Acquisition: Hiring skilled professionals to drive innovation and growth.

Pipeline Development

Product Development

Askable is continually enhancing its platform to meet the evolving needs of its clients. Recent developments include:

• AI Integration: Implementing artificial intelligence to improve participant matching and data analysis.

• User Interface Improvements: Redesigning the platform for a more intuitive user experience.

• Expanded Participant Pool: Growing the network of available participants to offer more diverse insights.

Anticipated Milestones

The company plans to:

• Launch New Features: Introduce additional tools for survey creation and data visualization.

• Expand Geographical Reach: Establish offices in key international markets.

• Enhance AI Capabilities: Further develop machine learning algorithms to refine participant selection.

Technological Platform and Innovation

Proprietary Technologies

Askable's platform incorporates proprietary technologies designed to optimize the user research process, including:

• Automated Participant Matching: An AI-driven system that pairs businesses with suitable research participants based on specific criteria.

• Integrated Scheduling System: A tool that coordinates availability between researchers and participants, reducing administrative overhead.

Significant Scientific Methods

The company employs advanced methodologies such as:

• Machine Learning Algorithms: To analyze participant data and predict optimal matches for research studies.

• Behavioral Analytics: Assessing participant interactions to provide deeper insights into user behavior.

Leadership Team

Key Executives

• John Goleby: Co-Founder and CEO. John has been instrumental in guiding Askable's strategic direction and growth since its inception.

• Andreas Zhou: Co-Founder. Andreas has played a pivotal role in developing the platform and expanding the company's reach.

Professional Backgrounds

• John Goleby: With a background in digital marketing and product development, John has extensive experience in building and scaling technology platforms.

• Andreas Zhou: Andreas brings expertise in design and user experience, contributing to the platform's intuitive interface and functionality.

Key Contributions

Both executives have been central to:

• Product Innovation: Driving the development of new features and technologies.

• Market Expansion: Leading efforts to enter new markets and establish international offices.

• Strategic Partnerships: Forging alliances with key stakeholders to enhance the platform's offerings.

Leadership Changes

As of April 2025, there have been no significant changes or appointments within Askable's leadership team.

Competitor Profile

Market Insights and Dynamics

The user research and participant recruitment industry is experiencing significant growth, driven by the increasing emphasis on user-centered design and data-driven decision-making. Companies are investing in tools that provide rapid and reliable user insights to inform product development and marketing strategies.

Competitor Analysis

Key competitors in the market include:

• PlaybookUX: An end-to-end user testing software offering both moderated and unmoderated research, with a focus on video-based feedback.

• UserTesting: Provides a platform for on-demand human insights, enabling companies to understand user experiences through video feedback.

• UserZoom: Offers UX research solutions, including usability testing and surveys, to help businesses optimize digital experiences.

Competitive Landscape

The competitive landscape is characterized by:

• Technological Innovation: Companies are continually enhancing their platforms with AI and machine learning capabilities.

• Global Expansion: Firms are establishing a presence in international markets to serve a diverse client base.

• Comprehensive Solutions: Providers are offering integrated tools that cover the entire user research process, from recruitment to analysis.

Strategic Collaborations and Partnerships

Askable has engaged in strategic collaborations to strengthen its market position, including:

• Partnership with Airtree Ventures: Securing A$22 million in Series A funding to support global expansion and technological advancements.

• Alliances with Research Institutions: Collaborating with academic and industry research bodies to enhance participant recruitment and data quality.

Operational Insights

Strategic Considerations

In relation to major competitors, Askable focuses on:

• User-Centric Design: Ensuring the platform is intuitive and meets the needs of both researchers and participants.

• Scalability: Building infrastructure that supports growth and can handle increased demand.

• Data Security: Implementing robust measures to protect participant information and comply with regulations.

Distinct Competitive Advantages

Askable differentiates itself through:

• Rapid Recruitment: Offering quick access to a diverse pool of participants.

• Integrated Platform: Providing end-to-end solutions for user research needs.

• AI Integration: Utilizing artificial intelligence to enhance matching and data analysis processes.

Strategic Opportunities and Future Directions

Strategic Roadmap

Askable's future directions include:

• Product Diversification: Developing new tools and features to address emerging research needs.

• Market Penetration: Increasing presence in existing markets through targeted marketing and partnerships.

• Technological Innovation: Investing in AI and machine learning to further enhance platform capabilities.