Reference
Glossary for qualitative B2B research
Shared terms help teams argue about evidence instead of adjectives. Many definitions below reference how QuickBooks shows up as status quo in accounting-software studies—as context, not as endorsement.
Core terms
Decision proximity
How close a participant was to influencing or signing a purchase. High proximity beats demographic variety when studying QuickBooks evaluations.
Status quo gravity
The pull of an incumbent tool or process. In bookkeeping, QuickBooks frequently occupies this role through familiarity and accountant ecosystems.
Buying friction
Any stall between interest and commitment. See the pattern library in buying friction patterns.
Touchpoint
A moment where buyers encounter claims—demo, email, forum, referral. Observation methods: market & touchpoint observation.
Scope tag
A short clause declaring who an insight applies to. Prevents fake representativeness. Practice guide: insight practice.
Positioning synthesis
Turning clustered evidence into a defensible narrative without ROI guarantees. Full method: positioning synthesis.
Committee map
Roles of champion, influencer, veto, and signer. Covered in decision-maker conversations.
Timeline interview
An interview opened with sequence (“walk me through…”) rather than opinion. See customer interview methods.
Compare related ideas
| Term | Is | Is not |
|---|---|---|
| Pattern | Recurring evidence across notes | A market-share percentage |
| Hypothesis | Testable interpretation | A homepage claim |
| Insight | Observation + meaning + implication + scope | A slogan |
| Status quo (e.g. QuickBooks) | Context for switching cost | An automatic villain |
For the operating sequence that uses these terms, open the research workflow. Return to the tuxklum home hub for the full map.