Why SMBs Need to Research Their Target Customers with Dr. Natalia Caylor
Update: 2025-07-23
Description
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.
(0:00 ) Introduction, podcast subscription, and guest introduction
(1:41 ) Dr. Natalia's background and Ola Insights
(2:53 ) Common mistakes and tools for customer understanding
(7:36 ) Updating customer personas and the value of psychographics
(12:40 ) Market research case study and overlooked feedback sources
(15:57 ) Crafting effective customer surveys
(17:38 ) Best business advice received
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/
(0:00 ) Introduction, podcast subscription, and guest introduction
(1:41 ) Dr. Natalia's background and Ola Insights
(2:53 ) Common mistakes and tools for customer understanding
(7:36 ) Updating customer personas and the value of psychographics
(12:40 ) Market research case study and overlooked feedback sources
(15:57 ) Crafting effective customer surveys
(17:38 ) Best business advice received
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