Hi DUCky,
Keep exploring this, you are definitely getting there.
Getting the best combination of materials is crucial. With cattail (I presume we mean "bullrush" or typha) it is tricky - need biggest diameter you can find, all leaves stripped off, lots of speed and little pressure (or the cattail rips up). I've not knowingly tried evening primrose.
As a reliable set I would suggest starting with elder drill on pine (commercial untreated - eg pallet wood). The elder ring of wood should not be paper thin. The tip about 12-15mm diameter. If using softer wood base board like willow then you will probably need a wider diameter drill to get good punk - but that increases the work you need to do.
Looking at your picture - that ring of dust outside the drill hole shows there is some fluffy material attached to the drill sweeping round the action. This creates a lot of air currents and blows away the finest powder - the bit that ignites easiest. The dust in your hole looks quite fibrous (probably from the texture of the drill) - not good for ignition. Should be heading for talcolm powder ideally.
With friction from the sides - yes you need to deal with this. You can renew a hole by making the sides wider (temporarily use a bigger drill, or drill at angle, or a knife or a file.)
Direction of notch - doesn't matter.
Let us know how you get on.