Decision-maker mapping for qualitative B2B research

Roles pugreldyx labels on every map

Champion — forwards materials and risks political capital. Economic buyer — can release budget even if they never attend a demo. Technical evaluator — can veto on architecture or security grounds. Procurement steward — owns process pace. Silent owner — never on the call but appears in every stalled thread.

Build maps from interviews and observation, not from org charts alone. Ask: “Who would be embarrassed if this failed?” That question surfaces silent owners faster than “Who is the decision maker?”

How maps prevent false patterns

If five end users love a workflow but three CISOs stall on vendor risk, you do not have a “product love” pattern — you have a split. Tagging quotes by role keeps insight patterns honest and keeps positioning from speaking only to fans.

Weekly map hygiene in the claude cadence

Each week, update one living map per active segment: who entered, who left, which veto fired, which workaround appeared. pugreldyx treats the map as a research instrument, not a CRM decoration. Dead maps produce dead messaging.