Research recipe
Lead Quality Research
The problem, in the customer's voice
What this recipe does
The lead count looks healthy and the pipeline doesn't, which usually means the acquisition engine is optimised for volume rather than fit. This recipe diagnoses the gap from both ends. CRM analysis separates the sources, campaigns and offers that produce closed-won customers from the ones that produce noise, and structured input from the whole sales team turns "the leads are junk" into specific, recurring rejection patterns. Interviews with recent well-fit buyers establish what a good lead actually looked like on the way in. Panel testing then checks that requalified messaging and offers attract the buyer and politely lose the browser.
The method sequence
Explore
Separate the sources that produce customers from the ones that produce noise, through the CRM and the sales floor.
Focus
Hear the decision firsthand, from well-fit buyers and the deals that got away.
Validate
Check requalified messaging attracts the buyer and politely loses the browser.
.svg)
