Huntsville business owner Natalia Infante brings human intuition to national brands through Hola Insights
Huntsville may be known for rockets, defense, and technology, but Natalia Infante, Ph.D., owner and founder of Hola Insights, a market research and insights agency, is proving the Rocket City is also a place where nationally recognized research firms can thrive.
Infante recently sat down with the Huntsville Business Journal to share how her multicultural perspective has shaped her career, what organizations often misunderstand about their audiences, and why human-centered research in the age of AI remains important.
After relocating her company from Colorado to Huntsville three years ago, Infante has continued serving clients across the country while exploring opportunities to connect with organizations closer to home.
“Huntsville is not traditionally known for market research, but my clients are nationwide, and I’m still exploring opportunities to partner here in our community,” Infante said.
At the heart of her work is a commitment to helping clients gain meaningful insight rather than simply collecting data.
“The goal has never been to collect opinions, but to help clients move forward with clarity and confidence, grounded in real human experiences,” Infante said.
Infante says that what sets Hola Insights apart is her holistic approach to market research. She conducts end-to-end market research, from designing the study and moderating the conversations to analyzing the findings and presenting actionable strategies.
“Clients don’t just get data, they get a strategic partner who sees the whole picture,” Infante said.
According to Infante, her experience of building a life in the United States while maintaining a strong connection to her Paraguayan heritage, has given her the ability to understand different perspectives and connect with diverse audiences.
“I can navigate both U.S. and Latino cultures naturally, and instinctively look at things from the perspective of the person on the receiving end. Decision-makers are often disconnected from the communities they’re trying to reach, and that gap is exactly where I come in,” she said.
According to Infante, one of the biggest mistakes organizations make is assuming the same message will resonate with every audience.
“People don’t buy unless they trust, and that is built when messaging genuinely represents the audience you’re trying to reach. The right message, to the right person, delivered authentically, that’s what Hola Insights helps clients achieve,” Infante said.
Building a specialized business has not been without challenges. Like many entrepreneurs, Infante spent years balancing sales, client work, administration, and business development while working to create sustainable growth.
“What kept me going was the belief that the work itself was strong, and that if I kept delivering high-quality insights, the business would continue to grow, and it did,” she said.
As AI continues to change industries, Infante believes the value of personal communication will only grow.
“In an AI-driven world, people still want to talk to a human. Especially on trust-sensitive topics, automated tools can’t replicate the depth of a real conversation. They might find patterns, but they can’t ask the follow-up questions that change everything,” Infante shared.
Infante noted that since moving to Huntsville, local organizations have provided valuable opportunities to build local connections.
“Connecting with organizations like The Catalyst, APEX, and Newcomers of Greater Huntsville has meant a lot; they’ve created space for introductions and networking opportunities,” Infante said.
Looking ahead, Infante hopes to continue growing her national client base while building stronger relationships within the Huntsville business community.
“There are many companies trying to reach new audiences, or understand their existing ones better, and grow, and that’s exactly what I do. I’d love for more of them to know Hola Insights is here,” she said.
