Choosing an Advertising Research Strategy for Intuit Inc.
Intuit, was the market leader in tax-filing software. Its software program, TurboTax, assisted 29 million users versus just seven million each for the tax software programs of rival firms H&R Block and TaxAct. But Intuit's total revenues had fallen in 2015, and in order to help the tech company boost its 2016 sales, it would need to decide on an effective advertising-testing technique. Should it look the relatively new phenomenon of applying neuroscience to marketing research-neuromarketing?