What is Intuit’s Consumer Group’s objective for TurboTax, from an advertising

perspective? Describe the challenges it faces and the limitations within which
it has to work.

Objectives:
 Inuit needs to capitalise on the tax season window which accounted for 80% of
annual signups for Turbo Tax and enhance its sales through marketing campaigns
and ads
 In order to drive quick response to sign up for Turbo Tax, Inuit needs to provide a
brief to the advertising agency and create ads for the same.
 Improve customer satisfaction and the overall experience with the product through
varied techniques such as Turbo Tax’s Net Promoter Score

Challenges:
 Statistical significance- Neuromarketing would cost the company not only money but
time and effort as well since for an experiment to be statistically significant, the
number of sample size needs to be greater than 30.
 Sunk costs- Poor market research through a technique as expensive as
neuromarketing or a poorly executed ad or landing pages using this advertising
technique could cost the company millions in lost sales and lead to high sunk costs.
 Advertising Technique- It is imperative that the Consumer Group determine a
suitable market research technique for potential use given that Turbo Tax was the
most successful product in Customer tax segment.
 Advertising Campaign- It is crucial for the Consumer Group to execute advertising
campaigns seamlessly as there are multiple advertising techniques to be considered
especially for Turbo tax, the leader in the market, else it could result in huge loss to
Inuit.

Limitations:
 fMRI tests-
o The machines are heavy and not portable in addition to being expensive.
o fMRI tests suffer from certain logistics limitations. They require at least 20-30
subjects in a lab environment under a machine and cost USD 1,000 an hour.
 EEG-
o The whole process of EEG is cumbersome, time consuming and intimidating.
It requires 256 individual electrodes which need to be fixed on a subject’s
head.
o The brain’s response to the test can be sometimes wrongly attributed. It could
be affected by something going on inside a subject’s mind and may not be the
result of what is being shown which may render the tests results ambiguous.