The Role of Surveys in Business Visibility

The Role of Surveys in Business Visibility: A Review of Survey Use in Cuba

Surveys play a crucial role in helping companies understand their target audience, evaluate their products and services, and tailor their marketing strategies. They assist companies in becoming more visible and communicating their value propositions effectively. In countries like Cuba, where the market is evolving amid unique economic and political conditions, surveys can offer both opportunities and challenges.

In the Cuban context, conducting surveys is not as widespread or technologically advanced as in many other countries due to limited internet access, government restrictions, and the lack of large private sector infrastructure. However, in recent years, there has been a gradual shift. With growing access to mobile phones, Wi-Fi hotspots, and increasing use of social media platforms like Facebook and WhatsApp, small businesses and local entrepreneurs are finding ways to reach and understand their audience—often informally but effectively.

Surveys in Cuba, when conducted, often take the form of face-to-face interviews, community-based outreach, or digital forms shared through messaging apps. These methods help local companies collect feedback about customer satisfaction, product interest, and market demand. For example, a local restaurant may use short paper surveys to learn which dishes customers prefer, or a mobile phone reseller might ask clients which brands or features they want most.

The benefit of these surveys is twofold: first, they provide direct insight into customer preferences, allowing businesses to adjust offerings accordingly. Second, they help build brand recognition by showing that the business values customer opinion—an important factor in a market where trust and word-of-mouth play vital roles.

That said, conducting surveys in Cuba is not without limitations. The lack of reliable internet makes online survey tools less accessible. Moreover, political sensitivity can sometimes restrict what kinds of questions can be asked, especially those that relate to customer dissatisfaction or services tied to foreign entities. Privacy concerns may also deter people from giving honest feedback, especially in politically sensitive environments.

Despite these barriers, the impact of surveys in Cuba should not be underestimated. They offer small and medium-sized enterprises (SMEs) an opportunity to connect with customers and improve services, helping them become better known in their communities and beyond. International companies exploring the Cuban market also rely on surveys—often through third-party agencies—to navigate local preferences and economic behaviors.

In conclusion, surveys are valuable tools that assist companies in gaining visibility and refining their offerings. In Cuba, while the environment for surveys is more constrained compared to many other countries, businesses are finding innovative and community-focused ways to use them. As technology and economic reforms continue to progress in Cuba, the use of surveys is expected to grow, enhancing market understanding and business success.

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