This study presents practical guides on how to traverse the suspicion and resentments researchers deal with when conducting research on small businesses in Africa. This draws from ongoing research in Nigeria that is interacting with about 200 small businesses to make sense of small business digital transformation during COVID-19, and in low-income country settings. Findings suggest that traditional research methods and ethics are no longer suited for contemporary research. Researchers should communicate simplicity and evidence value in a way that is clearly understood by small business owners/managers. Small business research is pivotal to solving perennial low-income country problems such as unemployment, insecurity, poverty, and hunger. Rethinking methods and ethics of small business research could enhance the validity, reliability, and impacts of contemporary research
