Empower Minority-Owned Businesses

A leading business solutions provider sought to understand how they could best serve the minority-owned small business community. Research was needed to uncover unique challenges this cohort faces and pinpoint similarities with general small business consumers.

APPROACH

W5 developed a custom approach designed to address the challenges of recruiting a niche set of diverse small business owners and decision makers. Leveraging experience with this audience, W5 worked with a network of independent recruiters to hand select each participant to ensure fit and diversity across the sample.  W5 leveraged online qualitative discussions followed by one-on-one interviews with selected business owners. Discussions over consecutive days highlighted the various roles, responsibilities, successes, and challenges these business owners face while the interviews allowed W5 moderators to dive deep into specific areas of interest.

RESULTS

The research established a clear view of how minority-owned small businesses operate and view themselves against competition. The study produced key insights to fuel future product promotions and service support helping the client develop effective communication strategies to increase market share while also uncovering opportunities to partner with these businesses as suppliers, as well as customers, to create growth occasions for both parties.