how conducting market research helped intuit expand globally

TOO HASSLED BY YOUR

FINANCE &TAXES ? ?

“ Revolutionizing people’s lives by solving important Business & Financial Management problems. “

1983 – BIRTH OF INTUITScott Cook Tom Proulx

1984 – FIRST PRODUCT LAUNCHED

QUICKEN

AND WHAT HAPPENED ?

THEY ALMOST WENT

OUT OF BUSINESS

TWICE !!

WHAT CAME NEXT ??

Intuit changed its distribution strategy and sold its software to Banks.

Print advertising campaigns followed.

AND WHAT HAPPENED ?

Quicken became the BEST SELLINGFinance Productin the Market.

Intuit has laid a great emphasis on:

Conducting Market Research

Capturing Marketing Insights

KEY FINDINGS

“ SIMPLICITY “ is the key.

Easy-to-use platform.

A new approach to Product Development –

DESIGN THINKING(incorporates extensive consumer observation and research)

FIELD RESEARCH METHODS

SITE VISIT –Intuit’s researchers visit the individual’s home or office to observe exactly how products are used and how products can be improved upon.

FIELD RESEARCH METHODS

LAB STUDY –It invites consumers to one of Intuit’s research labs to test and experiment with Intuit’s new products and ideas.

FIELD RESEARCH METHODS

REMOTE STUDY –Consumers are interviewed over the phone and often asked to view new design concepts over the Internet.

Intuit sensed that young consumers wanted the software program to be more mobile.

WHAT DID IT DO ?

Developed a tax app called SnapTax.

Provided exceptional customer service.

Promoted positive word-of-mouth.

AND WHAT HAPPENED ?

App downloaded more than a million times.

Intuit has more than 50 mobile apps today.

More than 45 million cloud based services’ customers.

DISCLAIMERCreated by Sankalp Agarwal during an internship in

Marketing Management under Prof. Sameer Mathur, IIM Lucknow.