When your business revolves around insights—like DMRA’s work in social and consumer research across Africa—choosing the right prospects to engage with is crucial. Time, resources, and impact depend on connecting with organizations that truly need and value your expertise.
1. Define a Qualified Prospect
Start with clarity. A “qualified” prospect is not just someone interested in research—it’s someone with:
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A clear research need (e.g., market entry, behavior change, social development)
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Adequate budget and timeline
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Decision-making authority
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Alignment with your geographic and sectoral expertise
For DMRA, this may include NGOs, government agencies, private sector brands, or multilateral organizations operating in Africa.
2. Research Their Research
Ironically, your first step should be to research your prospects. Check:
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Past reports they’ve commissioned
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Whether they operate in sectors you specialize in (e.g., health, education, consumer behavior)
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If they prioritize data-driven decision-making
Those already invested in evidence-based strategies are more likely to convert.
3. Use a Lead Qualification Matrix
Develop a simple scoring system based on:
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Sector alignment
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Project scope
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Geographic relevance
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Organizational readiness
This helps your team prioritize leads that are worth a deeper pursuit.
4. Qualify Through Conversation
Whether it’s a discovery call or an intro email, ask the right questions:
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“Have you conducted similar studies in the past?”
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“What’s your timeline and budget range?”
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“Who will be involved in approving the research methodology?”
These filters quickly reveal fit—and intent.
5. Learn to Disqualify Early
Not every lead is the right fit. Some may not be ready, funded, or aligned with your methods. Politely stepping away allows you to reallocate time toward prospects with higher conversion potential and shared values.
Final Thought
Filtering prospects is about strategic focus. For firms like DMRA, serving diverse sectors across Africa, the ability to identify and prioritize qualified leads ensures your research delivers real value—where it’s needed most.