The small business is challenged on a daily basis to compete in an ever demanding and ever expanding marketplace. As a result of new technologies such as market intelligence databases, small business owner-managers are playing catch–up with larger and more resource based firms in maintaining current insight into the market. Larger firms have typically been better positioned to afford and analyse the latest market intelligence data for internal marketing purposes. This study provides insight into three action research case studies through a participatory action research, investigating the ways in which traditionally informal small business owner-managers addressed marketing challenges through the utilisation of free access of formalised retailer loyalty card data for the first time in their daily business marketing activities.