A lost enquirer study captures the reasons why your organisation did not secure business from a potential client. As respondents have little vested interest in giving their feedback, interviews are kept short and succinct and are normally conducted by telephone. In some cases, it is helpful to offer incentives for participation.
If potential customers have chosen to work with one of your competitors, it can be illuminating to investigate the reasons for their decision. In some cases they might not yet have come to a final decision, but had initially discounted your offering because of a lack of understanding of the product/service or due to an issue which they feel needs to be resolved. Our Lost Enquirer research product is designed to glean this vital information and has in several cases, resulted in a potential customer reopening negotiations.