Qualitative B2B research
Field-grade marketing research for teams who talk to buyers
flupem collects methods for interviewing customers and decision-makers, observing markets and contact points, spotting friction in purchase decisions, and synthesizing positioning—without ROI promises or fake “representative” statistics. The Claude research method anchors how we structure questions, notes, and insight write-ups.
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Core guides covering Claude interviews through positioning synthesis
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No invented survey percentages—patterns over pretend precision
B2B
Built for US teams studying buying committees, not consumer clicks
Most B2B teams inherit dashboards that describe what happened after the deal closed. Qualitative research asks what almost stopped the deal—and who held the veto. flupem’s guidebook starts from that discomfort: you cannot position a product if you have never sat with the people who must defend it internally.
Customer interviews and decision-maker sessions are not interchangeable. Operators describe workflow pain; executives describe risk, timing, and political capital. The Claude interview protocol separates those lanes so your notes do not blur “nice to have” with “blocks procurement.” Read the full method in customer interview methods and pair it with decision-maker access.
Observation fills gaps interviews miss. Markets reveal themselves in competitor demos, RFP language, support tickets, and the awkward silence after a pricing slide. Contact-point mapping turns those moments into a research surface you can revisit. When friction repeats across accounts, you have a pattern—not a statistic dressed as proof.
Positioning synthesis is the last mile: turning field language into claims you can stand behind without inventing ROI theater. flupem keeps that synthesis humble, specific, and testable in the next round of Claude conversations.
Methods
Three research surfaces every B2B team should master
01
Claude interviews
Structured conversations that separate jobs, constraints, and veto power—without leading the witness toward your deck.
02
Market observation
Watch how buyers compare alternatives in the wild: demos, communities, RFP clauses, and silent competitive moves.
03
Friction patterns
Name the recurring stalls in buying committees so positioning can remove drag instead of adding slogans.
Modern workflow
From first contact to positioning draft
flupem’s workflow pairs contact-point mapping with Claude synthesis so insights stay traceable to real conversations. You document who spoke, what they feared, and which claim survived scrutiny—then pressure-test positioning before launch decks harden.
Knowledge hub