Why SMBs Need to Research Their Target Customers with Dr. Natalia Caylor
In this episode, Melinda Emerson welcomes Dr. Natalia Caylor to discuss the importance of understanding customers in small business success. Dr. Caylor shares her background and insights from her company, Hola Insights, highlighting common mistakes businesses make and tools that can aid in better customer understanding. The conversation includes the significance of updating customer personas and the value of incorporating psychographics. A market research case study is presented, along with often overlooked feedback sources.
Key Points
- Small business owners often overlook the importance of negative feedback, which can provide valuable insights for improving products or services.
- Regularly updating customer personas, ideally on a quarterly basis, helps businesses stay in tune with changing consumer behaviors and preferences.
- Effective market research doesn't have to be expensive; leveraging social media and incentivizing customers for feedback can yield meaningful data without breaking the bank.
Natalia Infante Caylor, PhD, is the founder of Hola Insights, a market research firm specializing in multicultural and mainstream insights. As a bilingual qualitative researcher and moderator, she helps brands and organizations connect with diverse audiences through data-driven strategies. Her expertise guides clients in understanding cultural nuances to drive meaningful engagement. For more information https://holainsights.com/
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Transcript
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