The challenges our respondents said were varied, but none of were abstract.

Patrick, who works in recruitment, pointed straight to rising costs – rent, national insurance, the bills that keep climbing. It’s a pressure that needs no explanation for anyone running their own operation.

For Natasha, an estate agent working independently, the strain is less financial and more time-related. Everything comes through her personally – every enquiry, every relationship, every decision – and that can take its toll.

George, a web developer, named something that will resonate with anyone in a crowded field: competition. The tech space is dense with agencies and freelancers, and standing out takes real effort.

Alfie, who works in social media, echoed a familiar small business challenge: cash flow. Clients can drop you without warning, and late payments are a reality that employed people simply don’t face.

Perhaps the most candid response came from Phoebe, a private tutor and sole trader. She described feeling out on her own with no employer safety net, no government support comparable to what her employed friends receive.

Patrick’s approach is all about positioning themselves as specialists, rather than generalists.

Phoebe’s instinct is to look for gaps. When VAT changes pushed families away from private schools, she spotted an opening and moved into it.

Natasha and Wiki, who runs a pet care business, both pointed to social media, though Wiki was honest that most of her work comes through word of mouth.

Alfie uses Instagram as a portfolio – a live, scrollable body of work that does the selling for him – but like Wiki, his clients come from word of mouth too.

These are real people navigating real pressure, making considered decisions about how to survive and grow. And because we recruited specifically, the picture that emerges is specific and credible.

As Diane Earnshaw, Founder at Vox Pops International puts it:

“When you define your audience clearly, the insights you get back are sharper. Good vox pops research isn’t just about asking questions, it’s about asking the right people too.”