Gartner Research

Small Business Research: Exploring Small Business Owners’ Values and Motivations

Published: 20 August 2018

ID: G00703963

Analyst(s): Marketing to Small Business Research Team


The unobservable mindset of an owner provides insight into goals, motivations and aspirations, allowing digital marcomms to break through the online clutter. By incorporating owner values and motivations into digital marcomms, marketing leaders identify owners and encourage them to take action.

Table Of Contents

Owner Motivations

Measuring the Unobservable

Emerging Value Patterns

Small Business Owner Values

Table 1: Comparison of Top-Ranked Small Business Owner Values and Consumer Values

The Small Business Cluster

The Pursuit of Personal Growth

The Pursuit of Knowledge


Recommended by the Authors

About This Research


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