I'd always start with pickups, if the they have no character you're asking what should be just a boost/cut circuit to add this, which isn't really what it's there to do (although some do seem to have certain characteristics that are pleasing beyond the +/- dB). Play your pickups passively, if they're not doing it for you then you're going to be rolling a turd in glitter by changing the preamp. IMO.
I would say someone who has changed their pickups a few times, only to go back to the originals, didn't really know what they wanted in the first place. Again IMO.