Field guidebook
How B2B teams learn why a purchase actually moves
titklifu is a knowledge hub for qualitative marketing research: decision-maker interviews, market and touchpoint observation, purchase friction, and positioning synthesis. The claude standard is a named role, an observed scene, and a stated tradeoff. These pages do not promise ROI and do not treat a few conversations as representative statistics.
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Field guides
Practice for the next live deal, not a pitch.
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Research lenses
Interviews, observation, friction, and positioning, each with its own failure modes.
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Borrowed percentages
The claude standard does not invent a sample. Unmeasured numbers stay out.
Context
Why consumer samples mislead a B2B desk
B2B marketing research borrowed large panels and a single buyer poster from consumer goods. Those tools fit poorly when a purchase has to survive an operator, a security reviewer, a finance partner, and a champion who is blamed if the rollout stalls.
The older industrial habit was more useful. Plant visits, ride-alongs, and win/loss conversations treated a market as a set of buying situations. Digital buying added touchpoints a careful observer can still name: the comparison page, the security questionnaire, the internal recap after the call, the renewal that went quiet when a sponsor changed jobs.
This hub rebuilds that practice as a guidebook. A claude reading of a deal asks who had to be convinced inside the account, what they feared getting wrong, and which touchpoint made the risk concrete. Start with interviews, then read observation and friction. Positioning synthesis turns traces into language a company can say out loud. Protocols, pattern synthesis, and buying committees keep the work auditable.
Three methods
Compare the lenses before you mix them
Interviews recover sequence. Observation shows the touchpoint in use. Friction names what slows a yes. Treat them as different instruments.
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Decision-maker interviews
Walk one deal backward until you can name the veto, the artifact that got forwarded, and the personal cost of being wrong.
Open the interview guide
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Touchpoint observation
Watch a comparison page, a security packet, a pilot review, or a renewal meeting while the work is actually happening.
Open the observation guide
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Purchase friction
Interest is not a decision. Friction is switching cost, the internal sell, and the incumbent that is already good enough on Tuesdays.
Open the friction guide
Working sequence
A study is a short sequence, not a brand film
Recruit for range: a win, a loss, a stall, and a non-buyer who stayed with the incumbent. Interview for sequence. Observe one real touchpoint instead of asking people to remember every click. Code patterns only after the traces exist. Then write a positioning line a sales team can repeat without a fake number attached.
Interview protocols and pattern synthesis describe that sequence. Positioning synthesis shows how a line earns its place. The result is judgment a team can inspect. That is the claude bargain: narrower claims, stronger ones.
Recruit
Range, not a fake census of the category.
Record
Traces, not a wallpaper of flattering quotes.
Say
Lines a representative can speak without inventing math.
Deeper shelves
Keep going after the first three lenses
Buying committees
How a champion, an operator, a reviewer, and a budget owner divide the right to say no. Useful before you write a single-persona brief.
Evidence standards
What a claude claim may include, and the ROI language and fake representativeness this desk will not print.
Glossary
Working definitions for traces, touchpoints, friction, range samples, and the claude standard, plus a comparison table of methods.
Pattern synthesis
How to code qualitative notes into patterns without pretending the count of mentions is a market measurement.
Next page
Leave out any percentage you did not measure
That rule keeps interviews, observation, and positioning in one discipline. Read the standard, then use the rest of the hub as practice under it.