When companies and brands run into trouble, particularly trouble of their own making, we often ask ourselves: Did they research that? As researchers, we always wonder why a company wouldn’t explore and substantiate decisions that could have any direct consumer impact.
We also wonder, if they did do research, how could their research partner have blown it so bad?
One such case hit our inboxes recently. TurboTax, a subsidiary of Intuit and by far the number one DIY tax software, made a series of changes to its product offerings. Clearly trying to generate up sell, they no longer provided certain forms in their most popular packages. Meaning customers had to pay more to download necessary forms, in addition to the cost of using the service. It did not go over well.
They offered a lackluster explanation and a few remedies. How did these go over? Well here are couple of selections from the recent email they sent to customers:
“We recently tried to explain the changes made to our TurboTax desktop software and apologized for the impact it had on you. Many responded and let us know our apology and rationale were not acceptable.”
“I understand our actions have caused anger and frustration, and our response has been far too slow.”
Ouch. Did they research this change?
If not – imagine the value impactful research and strategic insight could have provided them. Trust is a brand’s most valuable commodity and it should always be treated as such.
If they did research it, well…they didn’t do it with The Pert Group!