In-Market, Multi-Method Discovery Research for Taxfix GmbH

Taxfix is a Berlin based FinTech valued at over $1 Billion USD. In late 2019 and early 2020, they began to evaluate a market launch in the United States to expand their customer base outside Europe.

To explore the viability of this expansion, I assisted Taxfix in planning, executing and synthesizing in-market customer research. The program encompassed in-home interviews, an online diary study and quantitative survey.

On-site ethnography was conducted in Austin, TX and Miami, FL, while a diary study ran simultaneously to complement the in-person results.

Simplified view of customers’ tax filing mindsets & growth path.

Successful research can sometime result in decisions to NOT take action on a topic.
The outcomes of the project stream were recommendations for addressable market segments, along with value proposition canvases for each. Together with the product manager, we began to create the business model canvases for potential viable US products, however the decision was ultimately made to not enter the market at this time.