As cities grow, so do the challenges faced by the businesses within them. In one bustling city, leaders realized that connecting with diverse business owners, especially from multicultural communities required more than just generic surveys or mass emails. To truly understand the unique challenges these business owners faced, the city turned to in-depth qualitative interviews. This approach gave them the insights they needed to improve their outreach and design policies that were truly effective. By partnering with Hola Insights, the city was able to transform its outreach strategy with actionable, authentic insights.

The Shift from Traditional Outreach MethodsIn the past, the city's outreach efforts were mostly based on general surveys or broad community meetings with minimal attendance that didn’t capture the full story. The city needed more than just surface-level data, they needed consumer insights and research that truly represented the voices of multicultural business owners. So, they partnered with Hola Insights, a market research agency specializing in multicultural and general population research. By conducting in-depth interview qualitative research, we gathered more meaningful, human-centered insights.Digging Deeper with In-Depth Qualitative InterviewsThese weren’t just ordinary interviews. Through in-depth qualitative interviews, the city, with the help of Hola Insights, created a space for business owners to authentically share their stories. What emerged were deeply personal and powerful insights, such as struggles with navigating the city’s digital platform, confusion around licensing and tax requirements, and gaps in financial literacy.
For instance, a local hair salon owner shared how hard it was to find clear instructions on how to apply for the right licenses, while a family-owned restaurant owner talked about the difficulty in understanding tax laws, which kept them from growing their business.
This rich information gave the city leaders the context they needed to understand the real issues their business community was facing, and it wasn’t just about paperwork or digital access. It was about human connections, too. A clear theme emerged: a strong preference for direct, human-centered communication. Business owners wanted clear guidance through face-to-face meetings, social media interactions, and phone calls. Many also expressed frustration with the city’s digital platform, which felt inaccessible and difficult to navigate, especially for a growing multicultural population.

The Findings: A Real-World Impact

Some of the Key Findings that Guided the City’s Efforts:● Difficulty navigating the city’s digital platform: Many business owners, particularly those from multicultural backgrounds, struggled to find clear, accessible information online. This barrier prevented them from fully engaging with city resources.● Limited understanding of licensing and tax requirements: A significant number of business owners were unsure about the legal and financial aspects of running their business, which caused confusion and delays in getting up to speed with city requirements.● Gaps in financial literacy: Business owners often lacked knowledge about budgeting, managing debt, and seeking financial assistance, which made it harder for them to grow or sustain their businesses.● A strong preference for direct, human-centered communication: From face-to-face meetings to phone calls, social media interactions, and emails, business owners expressed a clear preference for more personal, direct communication, rather than relying solely on digital platforms.Shaping a Welcoming Future for your CommunityThis case highlights the power of in-depth qualitative interviews and customer insight research in driving meaningful changes. For cities and businesses looking to build more inclusive, responsive outreach programs, Hola Insights offers the expertise to uncover what matters most to your diverse stakeholders. If you're ready to elevate your outreach and truly connect with your community, let’s start the conversation. Together, we can turn insights into action and create solutions that help every business owner to thrive.