Proposition testing for a small business tax refund service

The Challenge

Our client, a leading tax refund firm, were looking to target a wider audience of self employed and small business owners with a broader range of digital accountancy and self assessment tax return services.

As part of this strategy the business had to decide if it was going to change the brand identity to help it appeal to a wider array of potential clientele outside of the core verticals it was currently operating in. Research was needed to better understand the tax and accountancy needs of self-employed workers and small business owners, review the existing brand identity and test the new concept

Our Approach

Bryter carried out a series of focus groups with a range of self-employed workers and small business owners including gig economy workers, freelancers/contractors and small business owners of non limited companies.

In the sessions we tested the existing brand assets plus a range of assets that were being considered for the brand refresh. These included wire-frames for the new mobile application, logos, and mock ups of new marcomms and advertisements

The Outcome

The research  was crucial for our client to effectively position their new proposition to appeal to a wider audience of self employed workers and small business owners. We made key recommendations for our client’s future proposition & branding, and identified elements of our clients branding and app design that needed  improvement, as well as what would help differentiate them from the competition.

Through an understanding of the tax and accountancy needs and attitudes towards tax of self-employed workers and small business owners, we identified a core set of values for our client to promote which were tailored to the needs of their target audience