Case Study: Intuit achieves customer obsession across product teams with Ethnio

Intuit uncovers insights across 19 initiatives with Ethnio

Intuit, a financial software company, needed to understand the true intent of customers using its TurboTax website to improve the product experience. The challenge was that traditional research panels provided artificial scenarios, failing to capture the real-life context and high-stakes nature of customers actively doing their taxes. To solve this, Intuit partnered with the vendor Ethnio to implement its live intercept recruiting service for participant recruiting.

Using Ethnio, Intuit placed targeted intercepts on its marketing site to recruit participants who were actively beginning their tax journey. This Ethnio solution provided deep, contextual insights by allowing researchers to observe real customers in their natural environments, leading to immediate product fixes and informed major initiatives. The impact was substantial; one single intercept participant led to 19 new initiatives, and the method provided invaluable feedback on hard-to-reach customer segments, scaling customer insights throughout the entire organization.

Intuit