Introduction
Small Enterprises (SEs), organisations with less than 50 employees, are often overlooked by market research agencies. This is driven partly by our desire to land big accounts, but also because many of our existing relationships are with medium to large enterprises. However, in the UK alone SEs account for 42% of all UK business turnover, equating to £1.102 trillion per year, and representing 99% of all businesses.
It was in this context of untapped opportunity that Northstar began fostering relationships with a variety of SEs. During this process of relationship development and project work we experienced a multitude of...