In matters of tax and financial management, brand building doesn’t come easily –to most the subject isn’t the most alluring. Intuit works diligently to remain a bona fide leader in this field; its accounting solutions are used by more professionals than any other in North America. When traditional market research methods became too sluggish to keep pace with the company’s needs, Intuit turned to Vision Critical to build an insight community to restore the company’s ability to gather and respond to client input faster.

Vision Critical is responsive, understands our unique research needs, and is more than willing to do whatever we ask... Nothing rattles Vision Critical.
Eric Rothdeutsch, Manager of Customer and Market Insights, Intuit
  • Each new year ushers in a wide range of changes to tax codes and reporting requirements, so vendors like Intuit need to stay incredibly nimble.
  • This increasingly competitive industry, where customers continually demand faster and simpler preparation of financial and tax reports, requires Intuit to constantly develop new products to maintain its edge.
  • The duration of the traditional research process restricted Intuit’s ability to be dexterous and responsive; the data it had worked so hard to collect was stale and no longer actionable by the time it is received.
  • Intuit and Vision Critical built the Accounting Professional Research Panel comprising accountants who rely on its software products. The market research team knew that the rapid, accessible and sophisticated findings of an insight community would yield more reliable insights, leading to more appropriate product development.
  • The company’s product managers trust results from the insight community to guide the direction of product engineering.
  • The company relishes the opportunity to quickly and easily translate customer requests and feedback into tangible product changes. 


  • Intuit’s community gives it the ability to stay nimble, doing more research faster than ever and ensures the voice of the customer has pride of place throughout the organization.
  • While reducing its budget was not initially an objective, overall market research spend has dropped while the number of projects has increased.
  • Vision Critical’s Insight Community technology has increased efficiency and created a revolutionary form of dialogue between Intuit and its clients.

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