# Research and Enrichment



**Enrichment** fills in what is already known: given an email and a domain, it
fills the known fields and merges the form, the webhook and the CSV row into one
lead instead of three half-finished copies. Covered in
[Enrichment](/platform/leads/enrichment).

**Research** is the judgement: it reads the account's public pages against your
[ICP](/platform/leads/icp) to decide what this company is and whether it
matters.

## What Research Adds [#what-research-adds]

| Output           | Example                                                                         |
| ---------------- | ------------------------------------------------------------------------------- |
| **Segment**      | "B2B SaaS · Compliance", more specific than an industry code                    |
| **Context**      | What the company does, in one line a rep can read before a call                 |
| **Account news** | Funding, hiring and public launches, each attached with the source it came from |
| **ICP verdict**  | A qualification decision against your definition, with the evidence behind it   |

## Where It Looks [#where-it-looks]

The enriched record and the company's public pages, judged against the ICP you
defined in the Leads Hub.

Teams also keep a prose ICP in the [Vault](/platform/vault/structure) at
`product/icp.md`, for the nuance a set of weights cannot carry: "we win in
compliance-heavy SaaS, we lose in agencies". See
[what each agent reads](/platform/vault/agents).

## Failure Modes Worth Knowing [#failure-modes-worth-knowing]

**Free-provider emails.** No company domain resolves, so research has little to
judge and fit has little to score.

**Ambiguous domains.** Holding companies, agencies and multi-brand groups are
the usual source of a company match that looks right and is not. If a subsidiary
matters to you, say so in `product/icp.md` and spot-check those records.

**Very new companies.** Nothing public exists yet. A thin record here is
accurate, not broken.

[Signals →](/platform/lead-agents/signals)