Champion
Internal advocate who sells the change to colleagues. Study their language in decision-maker research.
Reference
Research glossary for qualitative B2B teams
Shared language keeps potsim articles interoperable — from interview notes to positioning drafts that mention category landmarks like QuickBooks.
Category landmark
A widely referenced product or suite — often QuickBooks in US SMB finance — used as default, foil, or migration target in buyer stories.
Friction pattern
Recurring mechanism that stalls purchase after interest. See purchase friction patterns.
Evidence mismatch
Gap between proof buyers demand and proof vendors supply during evaluation.
Touchpoint
Any moment a buyer encounters the category: content, advisor, demo, support. Mapped in touchpoint mapping.
Positioning claim
A sentence that states who you serve and why, grounded in synthesis — never in invented ROI. Practice in positioning synthesis.
Observation log
Structured notes from public or consented market watching. Covered in market observation.
Synthesis artifact
Pattern cards, role notes, or draft claims produced after clustering. Process in qualitative synthesis.
Comparison: research modes
| Mode | Primary output | Misuse to avoid |
|---|---|---|
| Interview | Chronologies & quotes | Treating n as representative % |
| Observation | Artifact & live logs | Confusing marketing claims with buyer reality |
| Friction mapping | Pattern cards | Feature blame without mechanism |
| Positioning | Defensible claims | ROI promises without evidence design |
Start practicing with customer interview methods.