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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.

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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

Ready to launch?

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

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