SMB Insights That Earn Trust — and Drive Growth

Preference Analytics helps companies win in SMB by uncovering what small and mid-sized businesses value, how they evaluate providers, and what drives adoption, loyalty, and advocacy.

We fuse iron-clad numbers with SMB voice and real-world context—uniting qualitative depth with quantitative confidence—so product, pricing, marketing, CX, and sales teams know exactly what to do next.

Why It Matters

SMBs don’t buy like consumers—and they don’t buy like enterprises.

They choose solutions under time pressure, with limited resources, and high stakes. That’s why the winners in SMB are the providers who understand:

what “value” really means to an owner / decision-maker
what causes hesitation and churn
and what earns trust over time

Who Is This For

Product • Marketing • Growth • CX • Sales • Strategy & Insights teams selling to SMBs.

Decades Across the Decisions That Matter Most

For decades, Preference Analytics has helped organizations understand SMB owners and decision-makers across industries and solution categories—building insight programs, developing SMB personas, and translating real-world SMB needs into actionable growth strategy.

The Decisions We Help You Make

Positioning & messaging: what SMBs need to hear to believe you
Offer design: pricing, packaging, bundles, and incentives SMBs will accept
Acquisition strategy: who to target, how to reach them, what messages convert
Onboarding & activation: where SMB trust is built—or lost—early
Retention & expansion: what reduces churn and increases lifetime value
Segmentation & vertical strategy: how needs shift by industry and size

How We Work

We start with a 360 kickoff, co-create a crisp brief, then blend qualitative and quantitative research (when appropriate)—never off-the-shelf formulas. We field the study, analyze, and translate insights into actions.

Every growth decision ultimately hinges on four controllable levers:

The Spark • The Offer • The Buyer’s Path • The Value Exchange.

SMB insights help you tune each lever so your proposition feels credible, valuable, and easy to say yes to.

What We Deliver

Depth interviews & contextual inquiry with SMB decision-makers
Segmentation & personas grounded in SMB voice and behaviors
Message and offer testing to quantify what drives adoption
MaxDiff & Conjoint to quantify feature, message, and price tradeoffs
Onboarding and journey diagnostics to identify friction and trust breakdowns
Quantitative surveys to validate and size opportunities quickly
Synthesis of existing data (research, CRM inputs, win/loss insights) into decision-ready recommendations

Formats for Action

We’ve helped organizations build smarter SMB strategies through insight-led work, including SMB personas and user-centered decisions for different sectors.

Ready to understand what consumers value—and earn their trust?

Let’s define the decision you need to make, uncover what SMBs truly value, and translate those insights into actions that improve conversion, retention, and growth.

Sample Insights - Podcast, Video, White Paper, Chat