QuestionPunkQuestionPunk
Start free
All templates
Sales & Revenue

Lead Qualification & Buying Intent Survey

Captures why a prospective lead engaged with you, what's triggering their search for a solution right now, and how close they are to a decision. An AI follow-up interview digs into the specific problem behind their interest so sales can prioritize and personalize outreach instead of guessing from a generic lead score.

Use this templateBrowse more templates

Sample questions

A preview of what’s in the template. Every question is editable before you launch.

12 questions · ~7 min
Q01
Message

Thanks for your interest in (Replace with your company/product name)! A few quick questions will help us understand your needs so we can follow up in the most useful way. Your responses are completely confidential and anonymized. About 7 minutes.

Q02
Multiple ChoiceRequired

How did you first come across (Replace with your company/product name)?

  • Search engine
  • Social media
  • Referral from a colleague or friend
  • Industry event or webinar
  • (Replace with competitor A) comparison
  • Advertisement
  • Already knew about you
Q03
Multiple ChoiceRequired

What's the main reason you're looking into a solution like this right now?

  • Current solution isn't working well
  • No solution in place today
  • Cost of current solution is too high
  • New team, project, or company initiative
  • Just researching for future needs
Q04
Multiple ChoiceRequired

How are you currently handling this need?

  • Using a competing product
  • Using an internal/manual process
  • Not addressing it yet
  • Using multiple tools pieced together
Q05
Best–Worst Trade-off (MaxDiff)Required

When evaluating a solution like this, which of the following matters most to you?

  • Ease of setup
  • Price
  • Feature depth
  • Customer support quality
  • Integration with existing tools
  • Reputation and reviews
  • Scalability for growth
Pick best & worst per setBest:Matters mostWorst:Matters least
Q06
Opinion ScaleRequired

Based on what you've seen so far, how well does (Replace with your company/product name) seem to fit your needs?

Scale: 1 – 7
Min:Not a fit at allMax:An excellent fit
Q07
Multiple ChoiceRequired

What's your timeline for making a decision?

  • Within the next 2 weeks
  • Within 1-3 months
  • Within 3-6 months
  • More than 6 months out
  • No set timeline
Q08
Multiple ChoiceRequired

Are you the primary decision-maker for this purchase?

  • Yes, I make the final decision
  • I'm one of several decision-makers
  • I'm researching on behalf of someone else
  • Not sure yet
Q09
AI Interview

Explore the specific problem driving this person's interest right now: what's broken or missing with their current approach, what triggered them to look today rather than earlier, and what a successful outcome would look like for them in the next few months. If they said they're 'just researching,' probe what would need to change for this to become a real priority. If they flagged low fit in the rating, find out exactly what's missing.

Q10
Multiple Choice

Which best describes your role?

  • Individual contributor
  • Manager
  • Director/VP
  • C-level/Executive
  • Founder/Owner
  • Prefer not to say
Q11
Multiple Choice

How many employees are at your company?

  • 1-10
  • 11-50
  • 51-200
  • 201-1000
  • 1000+
  • Prefer not to say
Q12
Message

That's everything — thank you! Your answers help us reach out with information that's actually relevant to what you're trying to solve.

What’s included

  • AI follow-ups

    Adaptive probes on open-ended answers that pull out detail a static form would miss.

  • Attention checks

    Built-in safeguards against rushed answers and low-quality respondents.

  • AI-drafted copy

    Wording, ordering, and branching written by the AI — tuned to your research goal.

  • Auto report

    Themes, quotes, and a plain-English summary write themselves once responses come in.

How it compares

We reviewed the closest templates from other survey tools. Here’s what they do well — and where this template goes further.

Why this template

  • Includes an AI follow-up interview that probes the specific problem driving the lead's interest right now, giving sales real context instead of a generic lead score
  • Uses a max-diff exercise to surface what actually matters most to the prospect when evaluating a solution, not just a single multiple-choice guess
  • Captures decision-maker status, timeline, role, and company size alongside intent signals, so leads can be prioritized and routed accurately
  • Opens and closes with conversational chat messages, keeping the experience approachable while still collecting structured qualification data

QuestionPro

Customer Lead and Qualification Survey Template

This is a fielding-ready survey template built specifically for lead qualification, covering similar ground (source, need, fit). It comes from an established enterprise survey platform with broad question-type support and reporting tools. Like most static templates, it relies on pre-set multiple-choice questions rather than adapting to each respondent's actual situation.

What it does well

  • Purpose-built for lead qualification rather than a generic lead-gen form
  • Backed by a mature survey platform with established reporting and logic features
  • Likely customizable question set for different qualification criteria

Where it falls short

  • No adaptive AI interview to dig into the specific reason behind a lead's interest
  • No published methodology for how responses are scored or interpreted
  • No voice AI interview option for richer qualitative capture

SurveyMonkey

Lead Generation Form Template

A straightforward, fielding-ready lead generation form from a widely used survey platform, likely focused on capturing contact details and basic interest rather than deep qualification. It's a good fit for simple top-of-funnel capture but appears lighter on buying-intent or decision-stage questions. As a static form, it won't adapt based on what a lead says.

What it does well

  • Simple, familiar form-builder experience from a mainstream platform
  • Easy to deploy quickly for basic lead capture
  • Integrates with SurveyMonkey's broader distribution and analysis tools

Where it falls short

  • No adaptive follow-up questioning to explore why a lead is looking now
  • No automated per-response quality scoring
  • No AI or voice interview component, just fixed form fields

SurveySparrow

Lead Generation Template

A chatbot-style lead generation template that presents questions conversationally, which is a step up from a flat form in terms of engagement. It's fielding-ready but still runs on a fixed question sequence rather than genuine adaptive probing. Useful for casual, low-friction capture rather than in-depth intent qualification.

What it does well

  • Conversational chatbot format likely improves completion rates over static forms
  • Marketing-focused template designed for top-of-funnel lead capture
  • Simple to embed for quick lead generation use cases

Where it falls short

  • Chatbot flow follows scripted branching, not true AI-driven follow-up interviewing
  • No mention of voice AI interviews or guided screen-share tasks
  • No transparent, published prompts or automated quality scoring per response

Frequently asked questions

What questions are in the “Lead Qualification & Buying Intent Survey” template?

The template includes 12 ready-to-use questions, starting with: “Thanks for your interest in (Replace with your company/product name)! A few quick questions will help us understand your…” · “How did you first come across (Replace with your company/product name)?” · “What's the main reason you're looking into a solution like this right now?”. The full set is previewed above, and every question is editable.

How long does this survey take to complete?

Respondents typically finish the 12 questions in about 7 minutes.

Can I customize this template?

Yes — every question, answer option, and the ordering is editable before you launch. You can add or remove questions, or ask the AI editor to rework the survey around your research goal.

Is this template free to use?

Yes. Open it in the editor and start customizing right away — no account required to try it, and the free plan covers launching your survey.

Ready to launch?

Open this template in the editor. Every part is yours to change before the first respondent sees it.

Use this templateStart free

Related templates

More studies on similar topics.

See all
Sales & Revenue

Product Demo Feedback Survey for Prospects

Captures how well a sales demo matched a prospect's actual use case, whether the pacing worked, what questions went unanswered, and how likely they are to move forward — with an AI follow-up that digs into the specific gaps and objections closed questions can't surface, so reps know exactly what to fix before the next call.

View template
Sales & Revenue

Lead Qualification & ICP Fit Survey

Qualify inbound interest without a discovery call: problem urgency, budget authority, timeline, and current stack — plus an AI follow-up that captures the story behind the checkbox answers, so sales opens the first call already knowing the pain.

View template
Sales & Revenue

Sales Inquiry Experience & Buying Intent Survey

Captures how prospects experienced your sales team's response to their inquiry — speed, understanding of their needs, and clarity of next steps — plus where they actually stand in their decision process. An AI follow-up interview digs into the real reasons behind their stated likelihood to buy, surfacing blockers reps often never hear directly.

View template
Sales & Revenue

Prospective Client Needs & Fit Discovery Survey

Qualifies inbound prospects by surfacing their current pain points, evaluation stage, budget range, and decision-making process, helping sales teams prioritize follow-up. An AI follow-up interview digs into the real 'why now' behind their top challenge instead of a generic checkbox answer.

View template
Sales & Revenue

Buyer Intake & Needs Assessment Survey

A pre-conversation intake survey for sales, real estate, and consultative teams to capture a prospective buyer's needs, timeline, budget, and decision-making process before the first meeting. The AI follow-up digs into whichever decision factor matters most to that buyer and surfaces the deal-breakers a form alone would miss.

View template
Sales & Revenue

Gaming Console Purchase Intent & Lead Capture Survey

Qualifies prospective gaming console buyers by purchase timeline, budget sensitivity, and feature priorities, then captures contact details for sales follow-up. The AI follow-up interview digs into what's actually holding back a purchase decision, giving sales reps a real objection to address instead of a generic 'still deciding.'

View template