This case examines an effort by San Francisco-based Square to gain a better understanding of its customers who reside outside of major metropolitan areas. The first part of the case provides detail on research: a mobile ethnography study of small business owners conducted over a two-week period at...
![Outside the Bubble: How a Coastal Technology Company Built Empathy for Its Small Business Owner Customers in America’s Heartland](https://www.epicpeople.org/wp-content/uploads/2023/06/247849172_Lee.png)