Research People

The Research People Deepdive is where Rox transforms raw contact and company data into actionable intelligence. Using Clever Columns, Formula columns, and manual data types, you can build custom research workflows, score leads against your Ideal Customer Profile (ICP), and route qualified prospects to campaigns — all within the People List interface.

Column Types Overview

When you click the + button to add a new column, you’ll see five categories:

Category	Description
Manual Columns	Create empty columns with manual data types: Text, Number, Date, Checkbox, Email, URL.
Formula Columns	Reference any column in your list and apply logical rules to produce a score or classification
Contact Enrichment	Auto-enrichment for individual contacts: Find Work Email, Find Phone Numbers, Find Person Details, Validate Email.
Company Enrichment	Auto-enrichment for the contact’s company: firmographic and technographic data.
Clever Column	AI-powered columns that use natural language prompts to research, analyze, or score each contact.
Push to Campaign	Automatically push contacts to an outreach campaign when criteria are met.

Clever Columns

Clever Columns are agent-powered columns that allow you to define custom research or analysis logic using natural language. When you create a Clever Column, you write a prompt describing what you want Rox to evaluate for each contact, and the AI processes each row individually, producing structured results.

Use Cases for Clever Columns

• ICP Fit Scoring — Define your ideal customer profile criteria and have the AI evaluate each contact’s fit.

• Lead Qualification — Score leads based on title, seniority, company size, and industry match.

• Sentiment Analysis — Analyze inbound lead comments or form responses for buying signals.

Creating a Clever Column

1. Click the + button at the end of the column headers.

2. Select Create Clever Column.

3. Write your prompt describing what the AI should evaluate. You can reference other columns in your list as inputs.

4. Configure the output type (text, boolean, score, etc.).

5. Click Save and Run to process all rows.

ICP Fit Scoring with Formulas

For deterministic, rule-based ICP scoring, use Formula columns. Formulas allow you to reference any other column in the list and apply logical rules to produce a score or classification.

How to Build an ICP Score

The ICP Fit workflow combines enrichment data with formula logic:

1. Start by enriching your list with the data you need: job title, seniority, company size, industry, technologies, and any other relevant fields.

2. Create a Formula column by clicking + then Manual Columns then Formula.

3. Write your scoring formula referencing the enriched columns. For example, assign points based on: title match (e.g., VP or Director = +10 points), company size (e.g., 200–1000 employees = +15 points), industry match (e.g., SaaS or Fintech = +10 points), and technology fit (e.g., uses Salesforce = +5 points).

4. Use a Checkbox column or a second formula to classify leads as “Hot,” “Warm,” or “Cold” based on the total score.

5. Filter the list by your ICP classification to isolate qualified leads.

6. Push the filtered leads to an outreach campaign.

Manual Column Types

Manual columns let you add structured data fields to any list. They are empty by default:

Type	Use Case
Text	Free-form text for notes, tags, or custom labels.
Number	Numeric values for scoring, revenue, employee counts, or custom metrics.
Date	Date fields for tracking when leads were added, last contacted, or follow-up dates.
Checkbox	Boolean fields for yes/no flags like “Qualified,” “Contacted,” or “Ready for Campaign.”
Email	Validated email format field.
URL	Clickable URL fields for LinkedIn profiles, company pages, or reference links.
Formula	Computed columns that reference other columns to calculate scores, concatenate fields, or apply conditional logic.