Replacing interviews with instant insights: automating lead qualification with a growth assessment tool
Digital Catapult wanted to make it easier for pioneering SMEs to understand where they are on their innovation journey, without the need for lengthy consultant interviews.
We built a streamlined assessment tool that gives companies instant next steps while saving time and cost for Digital Catapult, replacing a process that once took days with one that now takes minutes.
Context and challenge
For many SMEs, knowing where to begin with innovation support is the hardest step. There’s a wide range of funding and expertise available, but the right pathway depends on each company’s technical maturity and commercial readiness.
Traditionally, assessing whether a company was a valuable lead required a consultant-led interview process, which is time-consuming for both sides, costly to deliver, and difficult to scale.
This meant that many companies had to wait days or weeks before receiving guidance, while consultants spent valuable time qualifying leads that could be automated.
Digital Catapult needed a new approach that could:
- Give SMEs a clear view of their innovation stage.
- Provide actionable next steps in minutes, not days.
- Automate the qualification process to save consultant time and reduce costs.
- Capture structured, reliable data points to build stronger relationships and direct companies to the right support.
Our approach
We designed and developed a lightweight digital application, separate from the main website, to ensure users stayed focused on completing the process without distraction.
Key design and technical features:
Five-minute qualification questionnaire: A mix of yes/no and short open answers to determine company profile, innovation stage, and desired outcomes.
AI-driven speech-to-text input: To reduce drop-offs on long answers, users could dictate responses via mobile or desktop, then quickly edit for accuracy.
Instant, tailored feedback: At completion, each business receives guidance on their next steps, whether refining their product, engaging new partners, or scaling up.
Secure, compliant data collection: Built in collaboration with Digital Catapult’s compliance team to ensure every captured data point met security and regulatory standards.
Impact
The Growth Advisor Tool delivers a clear win-win: businesses gain clarity on their innovation journey in just minutes, while Digital Catapult captures high-quality lead data to direct support more effectively.
One of the most powerful benefits is how the tool replaces the traditional way of working. Previously, assessing whether a company was a valuable lead required a consultant-led interview process — time-consuming, resource-heavy, and costly. Now, the tool automates this first stage, meaning qualification happens instantly and at scale.
By combining speed, accessibility, and compliance, the Growth Advisor Tool has become a critical asset for SME engagement. It saves time and expense for Digital Catapult, while giving SMEs a smoother, more rewarding entry point into innovation support.
Get in touch to see how digital tools can automate lead qualification, capture richer data, and replace time-consuming consultant interviews with instant insight.