Gartner Research

Small Business Research: Understanding Owners’ Concerns About Data Usage

Published: 06 March 2019

ID: G00704064

Analyst(s): Marketing to Small Business Research Team


As small business marketers begin to target messages, they must consider owner data concerns. Data privacy is top of mind, and many owners are skeptical of supplier data usage. Gain owners' trust by explicitly asking owners for data access and being transparent in collection and intended use.

Table Of Contents


Trust Is Earned

Not All Data Is Equal

Acquiring Data: Best Practices for Online Forms

Offer Fair Value

Be Honest and Transparent


Recommended by the Authors

About This Research

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