How to Leverage Surveys and Desk Research for Lead Generation

Did you know market research techniques such as surveys and desk research can be leveraged to build leads for your organization? 

It’s true, some studies have the end goal of identifying potential customers as well as the best ways to reach them. Results don’t get more actionable than that!

Foundational methodologies like surveys and desk research can be used to gather information about prospects with a process not unlike your typical customer study. 

Contact information may be found in public sources or voluntarily offered up at the end of a survey. The end result is a list of contacts of a likely higher quality than most generic paid lists.

Our market research firm, Drive Research, recently assisted an athletic surfacing company with this very task. 

Read on to see what the objectives, approach, and outcomes looked like for this lead generation study.

How to Leverage Surveys and Desk Research for Lead Generation | Icon with people increasing on graph


Objectives of the Lead Generation Survey

A New York-based athletic surfacing company partnered with Drive Research to conduct a market research study.

The organization was interested in learning more about the state of athletic surfaces and capital improvement projects at school districts in an adjacent market. These and other secondary objectives were addressed in the lead generation survey and desk research. 

The ultimate goal of the research was to generate leads by identifying school districts in need of athletic surface installations, resurfacing, or repair.

Recommended Reading: How to Conduct a Lead Generation Survey


Approach of the Lead Generation Survey

To address the objectives for the athletic surfacing firm, Drive Research recommended a two-pronged approach.

This included a lead generation survey (telephone-online hybrid) among decision-makers at the school districts of interest as well as a secondary research component.

The survey was initially conducted through client-provided phone number lists. The lists contained mainline phone numbers for school districts in the market of interest.

Drive Research placed four rounds of calls to maximize the response rate. Afterward, the survey was delivered to email contacts collected through desk research on the same school districts.

Details of the Survey

The survey took an average of 5 minutes to complete and included 14 questions. The survey received 47 responses between phone and email outreach.

Fieldwork for the survey began on August 12 and lasted until September 25, 2020.

The desk research was conducted concurrently with the survey. It consisted of examining school district websites, local news articles, and other public documents for the latest information on school districts.


Outcomes of the Lead Generation Survey and Desk Research

The detailed findings from the survey and desk research remain confidential with the athletic surfacing company.

As a part of the final deliverable, the client received a comprehensive database of school districts, a reporting dashboard featuring a detailed question-by-question breakdown of the survey, and high-level survey findings sent over email.

The lead generation database included:

  • Contact information like the names, titles, phone numbers, and email addresses of athletic department decision-makers
  • Basic information about the school districts like address, website URL, type, and enrollment
  • Current status of athletic fields and capital improvement projects at school districts
  • Appended survey data for the corresponding school districts

Recommended Reading: Qualifying Leads with Surveys


Conduct a Lead Generation Survey with Our Team

Drive Research is a national market research company located in Upstate New York. Our team partners with organizations across the country to execute streamlined quantitative and qualitative market research studies. 

Interested in conducting a lead generation survey or desk research? Contact Drive Research today!

  1. Message us on our website
  2. Email us at info@driveresearch.com
  3. Call us at 888-725-DATA
  4. Text us at 315-303-2040

tim gell - about the author

Tim Gell

As a Research Analyst, Tim is involved in every stage of a market research project for our clients. He first developed an interest in market research while studying at Binghamton University based on its marriage of business, statistics, and psychology. 

Learn more about Tim, here.


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