by David Lawrence on January 10, 2017 | Lead Generation

Qualitative data is deemed more difficult to obtain and therefore not used anywhere near as much as quantitative analysis, however it can be invaluable. It’s all about connecting with the people you ultimately want to deal with from a sales and ongoing customer relationship perspective, and finding out what motivates and obstructs them. These are some of the many tools we use to gather qualitative data:


Actions speak louder than words. User Testing is a great tool through which a panel of selected individuals use your website and complete a determined list of tasks, resulting in recorded feedback. If people need to take five clicks to get to something that you know is critically important, you can tackle that issue in your website’s structure.


Typeform allows you to create appealing online enquiry forms that can be used in a multitude of ways. When used in the right way, this tool provides invaluable insights into your website visitors and the way your website might be failing them. There may be something you thought was very obvious on the website, only to discover that potentially high quality leads are asking that question in a live chat or in user surveys.


Hotjar helps you to pinpoint the details of your user experience through the use of heat maps that show mouse movements and how far down the page people are scrolling. You may find you have long pages that look great, only to discover that only 5% of the people look below the fold. Hotjar shows you where you need to put those highly important messages and calls to action.


Walk in their shoes


Probably the most important way to gather insights is to follow the journey of the visitors yourself. Open up a fresh browser and perform searches that you think are right for your business, then follow the paid ads, the organic results and look at what potential leads are seeing that could motivate or put them off, and adjust to suit. Go through the same process on your competitors websites to get a feel for how the user experience will vary.

If you would like to learn more about assessing lead quality, you can download a complimentary copy of our recent eBook titled “11 Ways To Approach Digital Marketing When Not All Your Leads Are Equal”.

As always, don’t hesitate to reach out to us if you have any questions about the information above. You can find more detail about what we do in digital lead generation here.

David Lawrence

David brought expertise from a pretty diverse career to the early days of Rocket, starting with a degree in Economics then taking the jump into all things web in the late 90s. He worked on the website development side of things, then followed his interest to the marketing department. Now, he spends his days working with Rocket’s team and clients to ensure we’re doing our best work now and in the future, and speaking at a range of industry events. David’s two favourite parts of his job are looking at the big picture from a business and marketing perspective, as well as solving problems in the here and now.

Perhaps the most impressive thing about David is the fact that he’s never had a fulltime job for a company he wasn’t a founder in!

Join 5,000+ subscribers

Get fast, useful and no-nonsense digital news from our industry experts.

Other articles you might be interested in…

Thanks for you Subscription
& Welcome Aboard!

You’ve made our little friend’s day here at Rocket..

For each new subscriber, we give a treat to one of our four-legged friends. Please check your inbox and confirm your email to be sure you don’t miss anything.

What next?

Continue Reading
Book A Consultation

You can get the latest agency news and follow us
on all our social media platforms below.

Let’s Talk!

Complete the form below and we’ll be in touch nice and fast.

Privacy Policy

Get Proposal

Complete the form below and we’ll be in touch nice and fast.

Privacy Policy