Every form submission, in the person's own words, with where they came from. Label each one so tests are judged on good leads, not just more leads.
“Want to try personal training. Just moved to Altadore, used to do CrossFit.”
“Looking for a free trial class 3 times a week before work.”
The AI labels every lead. “Needs review” means it was unsure, so a person decides; anyone can change any label. The AI reads the answers only, never names, emails or phone numbers.