The challenge
A leading tax preparation company sought to expand beyond seasonal tax filing by introducing additional services for small business owners. While several new offerings were under consideration, the team lacked clarity on which services would deliver meaningful value, how small business owners preferred to purchase them, and when human interaction was essential versus optional.
We recognized that small business owners don’t evaluate services based on features alone, but on perceived value, trust, and how a service fits into the realities of running their business. Understanding when flexibility, education, and human interaction mattered most was critical to identifying which services would feel worth the investment and drive adoption.
The method
We designed a qualitative-led research program to uncover how small business owners evaluate, purchase, and engage with tax and financial services across their business lifecycle.
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In-depth qualitative interviews with small business owners: We explored unmet needs, perceived risks, and emotional drivers tied to outsourcing services such as bookkeeping, entity formation, and ongoing tax support.
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Service-level evaluation and journey mapping: Each potential offering was assessed to understand whether it was viewed as a one-time transaction or an ongoing relationship—and how that distinction shaped expectations for pricing, interaction, and trust.
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Purchase model and interaction testing: We examined preferences for monthly vs. annual pricing, trial periods, bundling, and when live consultation was required versus optional.
The impact
The research gave the team clear direction on which services to prioritize, how to position them, and where human interaction was critical to conversion. This clarity reduced risk and enabled more confident decisions around service design, packaging, and go-to-market strategy.
Here to listen, ready to help
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