Editorial draft available to read. Factual and language review is pending. Examples are illustrative.
Select different experiences
Include people who purchased, abandoned and solved the need differently. Record recruitment and do not present a convenience sample as the entire market. Ask permission to take notes and explain how responses will be used.
Ask about the last occasion
Reconstruct one episode: its trigger, participants, alternatives and barriers. Avoid leading with your solution or asking for a purchase prediction. Request example documents and steps only when authorised sharing is possible without unnecessary information.
Turn notes into testable hypotheses
Hypothetical example: three interviewees waited for technical approval. Record their circumstances and test a clearer technical sheet; do not conclude every buyer needs it. A useful hypothesis retains its evidence, a possible exception and the next agreed check.
Key takeaways
- Investigate past decisions and separate facts from interpretations.