Initiatives + Projects


Market Research

Why do people who know about and qualify for free tax prep choose to pay instead? That’s a question we’ve long had and answered with consumer market research we conducted with the help of consultants. We interviewed and followed people as they prepared for tax season. We held a brand debate where people advocated for their preparer—free or paid. We used what we learned to create marketing messages that we tested. Check out what we learned:

Tax-time savings research

As providers of free tax prep, we and our partners in Chicago, Center for Economic Progress, are in a unique position to have honest and authentic conversations with people who trust us with their tax needs. “Moving People to Save at Tax Time” is our contribution to the field about what works in supporting people to save, according to thousands of taxpayers, volunteers, and front-line staff.