A Deep Dive into the Qualitative Persona-Based Study
The Central Regional Hub of the Black Entrepreneurship Knowledge Hub (BEKH) is embarking on a large scale-qualitative study, aiming to shed light on the experiences of Black entrepreneurs in Canada. The primary objective of this study is to provide a more nuanced understanding of the Black entrepreneurship community by employing evidence-based personas as a methodology. The insights gained from these personas have the potential to shape public policy by offering a more complete picture of who Black entrepreneurs are.
Dr. Jared Wesley, the Principal Investigator for this qualitative study, is a Professor of Political Science and the Associate Dean of Graduate Studies at the University of Alberta. He is overseeing a diverse team of researchers, ranging from senior postdoctoral students to undergraduate students across the country. His role involves ensuring the human resources are in place and training the next generation of researchers. He is also responsible for all knowledge mobilization activities, including public outreach, outreach to stakeholders in the ecosystem, and publishing journal articles.
Dr. Wesley's experience with a persona-based methodology through the "Common Ground” project in Alberta sparked the realization that this approach could be imported into the study of Black entrepreneurs. He explained, “The methodology itself has been honed by our University of Alberta team and we’re going to apply that to the study of the Black entrepreneurship ecosystem and culture in Canada.” While a concurrent quantitative study is underway to provide statistical insights, he noted that numbers alone cannot tell the full story. He emphasized the importance of going beyond statistical data to take a more in-depth look at the lives of Black entrepreneurs.
Dr. Wesley drew a parallel with the practice of creating personas in politics and public policy, where decision-makers craft composite sketches of their target audience to inform policies. Instead of simply analyzing statistics, the use of evidence-based personas puts a face on Black entrepreneurs for the first time. He envisions these evidence-based personas being used to improve the support and opportunities available for Black entrepreneurs. The goal is for policymakers and decision-makers to have these personas as reference points when crafting policies, programs, and services tailored to the specific needs of Black entrepreneurs.
Dr. Wesley points out two key challenges that Black entrepreneurs face in Canada: invisibility and stereotypes. Often, Black entrepreneurs are treated as if they fit a one-size-fits-all model, when in reality, their experiences can vary greatly based on their region, culture, and background. This research intends to dispel those misconceptions by showcasing the diversity within the Black entrepreneurship community and highlighting regional differences.
The manual created through this research is intended to be a practical guide that influences decision-making processes to incorporate Equity, Diversity, and Inclusion practices. The hope is that the manual becomes a go-to resource for governments, businesses, and non-profit organizations when designing or refining programs and services for Black entrepreneurs. Dr. Wesley underscores the importance of humanizing data and envisions this as an ongoing process rather than a one-off study, encouraging further research in other parts of Canada and the regular application of persona-based methodologies to understand and support Black entrepreneurs.
Individual entrepreneurs interested in participating in this project can reach out to their regional Black Knowledge Hub team or contact Dr. Jared Wesley directly at jwesley@ualberta.ca.