Intuit’s customers demand faster and simpler tools to help them prepare financial and tax reports. To maintain their leadership position, Intuit needed a constant stream of effective and relevant new products.
The duration of the traditional research process restricted Intuit’s ability to be responsive; the data it had worked so hard to collect was no longer actionable by the time it is received.
Intuit and Vision Critical built the Accounting Professional Research Panel comprised of accountants who rely on its software products. Intuit’s 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 now has the ability to quickly and easily translate customer requests and feedback into tangible product changes.