Survey funnel
The same shape as a quiz funnel with a different promise: rather than scoring or diagnosing the person, it gathers structured answers, usually in exchange for a report, a benchmark or a recommendation.
Why it matters
The distinction matters for modelling rather than for marketing. A quiz tends to produce one outcome label; a survey produces several independent attributes, and several attributes are what a model needs to separate leads from each other.
What goes wrong
The failure is the same one and so is the fix: write every answer to its own CRM field. One combined label is a single attribute that a model can test and probably drop, where five separate fields are five hypotheses, each of which can earn or fail to earn a multiplier on its own evidence. Splitting them costs nothing at the point of setup and cannot be recovered retrospectively.
How to check it on your own account
Count how many distinct CRM fields your survey writes to. One is a missed opportunity; five is a model.
Next to this
- Quiz funnelA lead capture flow built as a short series of questions, where the answers qualify the person and the contact details are asked for at the end or in exchange for a result.
- CohortA group of leads sharing a trait, priced together because there are enough of them to measure something.
- MultiplierHow much more or less a cohort is worth than the average lead.
- Lead scoring vs lead valuationA score ranks leads against each other, usually 0 to 100.
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.