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Britta Schell ep 37 She Breaks The Mold podcast at

Consumer Research 101 for Solopreneurs – with Britta Schell

NOTE: I’ve moved to 

Listen to older episodes of the She Breaks The Mold podcast here, or join me at the new site for newer episodes of the Minimalist Business Academy podcast

Want to learn more about your customers but not sure where to start?

You’re in the right place, my friend!

Today’s episode of the She Breaks The Mold podcast will help you figure out where to start, and give you a few tips and tricks so you can be well on your way to your first consumer insights project! 

You’ve probably heard advice about creating your ideal customer avatar, or buyer persona. But do you really know what that means? Or how to use this “character” you’ve created to help with your business?

Or have you heard about interviews you should be conducting with your ideal customers to figure out what problems they’re having, what’s missing in their toolkit of current solutions, or even what they’re satisfied (or unsatisfied) about with your current offering?

All of this CAN be helpful for you as a small business, as long as you keep your expectations clear about what your customer’s answers are really telling you.

Britta Schell joins me today to talk about how entrepreneurs with small budgets can get started learning consumer insights about their brand and their offering, all without a big corporate budget.

Britta has been a consumer insights expert for many years, and a solopreneur for seven. Prior to becoming an independent consultant, she served as Director, Digital Strategic Insights at MTV.

She has developed innovative brand strategies for corporations like EOS lip balm, Virgin America and started her career at advertising agencies woking on brands like American Express and Proctor & Gamble, all of which grounded her in the power of insights in supercharging growth and loyalty for brands – and in the idea that research must be actionable and engaging to be useful.

She gives us insight not only into her insights work, but also into what it’s been like for her as an entrepreneur including a few of the mistakes she made along the way. 


In this episode, you'll learn:

  • What Britta means when she says “insights drive innovation”
  • The difference between qualitative and quantitative research and when you would use both
  • Why consumer research is about more than “focus groups” (what you can learn from them and what you won’t)
  • The key pieces of information to include in any buyer/user persona you create 
  • Why it’s important to remember that you’re NOT your target audience (even if you think you are)
  • A few pitfalls of DIY research you should watch out for
  • How to recognize bias in your self and in your consumers
  • Why it’s important to keep your user/customer at the centre of all your business decisions
  • Why, even though research can be a complicated topic, you shouldn’t shy away from it as an entrepreneur!
  • Britta’s KEY learning about solopreneurship when her referrals and organic growth stagnated after four years

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