Intuit
Intuit
Intuit
Table of Contents:
Introduction to Problem
Discussion About Data Collection
Statistical Analysis
3 Key Observations and Learnings
Conclusion and Recommendations
Discussion of Study Limitations
Appendix: Questionnaire
Appendix: Descriptive Statistics of Statistical Analysis
2
2
2
4
5
6
7
15
Introduction to Problem
Intuit is an American software company that deals specifically with finances and tax
preparation for individuals, companies, and especially for accountants. Intuits slogan is simplify
the business of life. Therefore, the problem that is to be solved is to figure out different ways to
simplify the business of life for our targeted group so that Intuit could develop their future
products to match the needs of their clients.
Statistical Analysis
When analyzing the data from the Intuit time spent survey, we came up with three
subgroups, which included: standard information about the accountant and their role in their
firm, time spent on various tasks, and technology used to support tax preparation.
Standard Information About the Accountant and Their Role in the Firm
Starting with the standard information about the accountants and their roles in their firm,
we analyzed four questions that related to this subgroup. The first question was in regards to
how many years the accountant has been professionally preparing tax returns. One of the
accountants that we observed has been professionally preparing tax returns for 20 years.
When analyzing the Intuit data we saw that the frequency of accountants that have been
preparing tax returns for 20 years was 30 out of 435, and the percentage was 6.9%. Another
account that we observed has been professionally preparing tax returns for 35 years. When
analyzing the Intuit data we saw that the frequency of accountants that have been that have
been preparing tax returns for 35 years was 38 out of 435, and the percentage was 8.7%. The
next question we analyzed was the accountants position within their firm. According to the
Intuit data, 18.4% of the accountants that they surveyed are owners/partners in their firm, and
one of the accountants that we observed fits into this 18.4%. On the other hand, according to
the Intuit data 73.1% of the accountants that they surveyed are owners/sole proprietors, and
three of the accountants that we observed fit into the 73.1%. When analyzing these statistics, it
is clear to see that the majority of accountants are owners/sole proprietors. The third question
that we analyzed was in regards to their professional designations or associations. All of the
accountants that we observed were Certified Public Accountants, which is a higher percentage
that Intuit reported of 47.8%. The last question in this subgroup that we analyzed was the
number of employees that the accountants have. Two of the accountants that we observed did
not have any employees, and the other two had one employee. According to Intuit's data, 8.7%
of accountants have no employees, and 54.9% have 1 employee. The 54.9% correlates with
our observation due to the fact that we saw four accountants and two of them had one
employee.
Time Spent on Various Tasks
The next subgroup that we analyzed was the time accountants spent on various tasks.
We examined two questions, which included, time spent on individual tax returns and number of
reminders. The time spent on individual tax returns was divided into slowest scenarios and
fastest scenarios. Starting with the slowest scenarios, one of the accountants that we observed
took 40 minutes to prepare a return. According to Intuit's data, the average time under the
slowest scenario for preparing tax returns was 68.2 minutes, and the average time under the
fastest scenario was 26 minutes. The accountant that we observed fell in between the slowest
and fastest scenario. Under the fastest scenario, we observed 4 different tasks. Theses tasks
include: collecting client data, E-file and track, review with client, and send final copy. Intuit's
data showed that the average time under the fastest scenario it takes to collect data is 32.3
minutes. It took one of the accountants 14 minutes to collect client data, which is faster than the
average fastest scenario, but the other 3 accountants took quite a bit longer, and we noticed
that this was the task that most of the accountants we observed spent the most time on The
average time to E-file and track returns was 20.4 minutes, but one of the accountants that we
observed only took 3 minutes. This is way below the average. The average time for reviewing
returns with clients is 14.2 minutes, and one of the accountants that we observed took only 10
minutes. The last task that we observed was, sending the final copy. The accountant took
about 15 minutes for this task, and the average time is 13.7 minutes, so the accountant went a
little over the average. The next question that we analyzed was in regards to the average
number of reminders. This was also divided into the slowest scenario, with the least number of
reminders and fastest scenario, with the most number of reminders. Starting with the slowest
scenario, and least number of reminders, two of the accountants during the observation had to
remind clients about missing documents 2 times. According to Intuit's data, the average
number of reminders under the slowest scenario and least number of reminders is 2.5. Under
the fastest scenario and most number of reminders, another two of the accountants that we
observed had to remind clients about missing documents 3 times. Intuit's data shows that the
average number of reminders under this category is 3. This correlates exactly with the two
accountants that had 3 reminders.
Technology Used
Technology used to support tax preparation work for clients was the last subgroup that
we analyzed. We examined three questions from this subgroup that included: a list of behaviors
that the accountant may or may not engage in at work that requires the use of technology,
products that they are using for purposes of performing accounting/bookkeeping, and tax prep
software that they use to complete returns. The first question, in regards to technology that they
use at work, has three parts. The three parts include data collection (download client data
directly from financial service providers), E-organizer (collect client information relevant to the
tax return via an electronic questionnaire/organizer), electronic signature (obtain electronic
signature for 8879 to allow you to e-file clients return on their behalf), and client collaboration
board (share documents, files, etc. back and forth with clients through an online, secure
platform). Two of the accountants that we observed currently use all four of these activities.
According to Intuit's data, under data collection, 29.2% of accountants already use it today.
Under E-organizer, 29.7% of accountants already use it today. Under electronic signature,
30.6% of accountants already use it today, and under client collaboration portal, 47.1% of
accountants already use it today. The two accountants that we observed fit under each one of
those percentages. The next question that we examined was products that the accountants use
for accounting/bookkeeping. All four of the accountants that we observed use QuickBooks, and
according to Intuit's data, 45.7% of accountants use QuickBooks. This did not correlate with our
observations due to the fact that 100% of the accountants we observed used QuickBooks, and
only 45.7% of the accountants that took intuits survey used QuickBooks. The final question that
we analyzed was the type of tax prep software that the accountants use to complete tax returns.
Two of the accountants used Drake. According to Intuit's data, only 15.1% of accountants use
Drake. This data does not correlate with our observations due to the fact that 50% of the
accountants that we saw use Drake. Another accountant used Lacerte. According to Intuit's
data, 22.3% of accountants use Lacerte. The last accountant that we observed uses UltraTax
CS (Thompson Reuters Tax and Accounting). According to Intuit's data, only 8.4% of
accountants use Lacerte.
switch programs would not only benefit the company, but it would also aid in the accountants
ability to better streamline their process and eliminate any inefficiencies in their workflow.
A second observation we gathered from our study is that organization is essential to time
and client management. Each accountant we visited had a system of organization that allowed
him or her to keep their client information compiled in units along with confidential and private
information. With the trend of paperless business practices gaining traction, many people are
transferring their physical documents into PDF format and storing them digitally. This is an
important trend for Intuit to note as it provides them an opportunity to facilitate that file transfer
and implement organizational functions in their software that will help alleviate any hesitations
for their customers to make their files digital.
Most of the accountants we observed were sole proprietors and operated their own
accounting firm. This means that they are the only employees handing client relations and
conducting tax returns. During our observations we learned a third key lesson, which is that one
of the most prevalent obstacles these accountants faced, was the absence of critical tax
documents. Without all the necessary information, the accountants are essentially halted in their
efforts and have to spend extraneous time waiting for their clients to deliver the correct
documents. This phenomenon presents Intuit with an opportunity to implement features that aid
the accountants in compiling all of the correct tax documents during the initial meeting with the
client.
Appendix: Questionnaire
Intuit: Time Spent Survey
Hello and thank you for participating. This survey should take approximately 15 minutes
to complete.
First, lets start by gathering some information about your firm and your role.
A.
Do you provide accounting AND tax preparation services professionally for
multiple clients?
1
2
B.
Yes
No
[TERMINATE]
Do you personally prepare tax returns on behalf of your firm for clients?
1
2
3
Yes
No
Dont know
[TERMINATE]
[TERMINATE]
1. How many years have you, personally, been professionally preparing tax returns for
clients? [open-end]
2. Which of the following best describes your position within your firm?
Owner/ Sole Proprietor
Owner/Partner
Office Manager
Employee within tax or accounting department
Administrative employee
Contractor
Some other position (please specify)
3. What professional designations or associations, if any, do you hold or belong to?
Please select all that apply.
Certified Public Accountant (CPA)
Enrolled Agent (EA)
Certified Bookkeeper (AIPB)
Registered Tax Return Preparer (RTRP)
4. Including yourself and any full-time, part-time or seasonal employees, how many
employees are there in your firm? Please enter zero if none.
[RANGE
000
9999]
_____
Full
time
employees
_____
Part
time
employees
_____
Seasonal
employees
(including
full-time
and
part-time
seasonal)
Now
please
think
about
how
much
time
you
ACTUALLY
spend
on
preparing
tax
returns
for
your
clients.
We
understand
there
are
many
factors
that
influence
your
time
spent
preparing
returns.
For
example,
some
clients
are
faster/slower
to
respond,
some
returns
are
more/less
complex,
etc.
To
address
this,
wed
like
to
capture
how
much
time
you
spend
on
various
tasks
for
Individual
and
Business
tax
returns
using
your
SLOWEST
and
FASTEST
scenario.
For
example,
a
1040EZ
return
would
likely
be
faster
than
a
1040
return
with
lots
of
itemized
deductions,
home
ownership,
Schedule
C,
1099-Int,
etc.
Using
this
framework,
please
provide
your
best
ACTUAL
estimates
of
time
spent
on
various
tasks
for
EACH
tax
return.
Note
that
were
not
looking
for
how
much
time
you
spend
on
ALL
of
your
tax
returns
but
just
for
ONE
(using
the
fastest
and
slowest
scenarios)
tax
return.
Also,
were
not
looking
for
how
much
time
you
would
hope
it
would
take.
So,
please
give
your
best
estimate
for
how
long
each
task
actually
takes
in
the
form
of
minutes.
5. For your Individual and Business tax returns, wed like to understand how much time
you spend with various tasks. Please indicate below how many MINUTES you spend in
each area under the slowest and fastest scenarios.
TASKS
Fastest scenario
Fastest scenario
Get clients
Enter Data
Prepare Return
Definitions (these should be shown in grid for each question with tasks shown):
Get
Clients:
All
of
the
work
you
do
to
attract
(organizers),
recruit
(marketing
activities),
land
(engagement
letters),
and
access
(identify
their
situation/provide
estimate)
Collect
Client
Data:
the
back
and
forth
activities
between
you
and
your
clients
to
collect
all
of
the
necessary
source
documents/information
to
calculate
their
return(s)
(ex.
Phone
calls,
emails,
in-person
reminders,
etc.)
Enter
Data:
entering
your
clients
data
into
your
tax
preparation
software
(end
to
end
cumulative
amount
of
time,
even
if
entire
entry
took
multiple
sessions)
Prepare
Return:
how
long
it
takes
you
to
leverage
your
expertise
to
evaluate
the
return,
find
the
correct
deductions,
enter
notations,
etc.
Print
&
Organize:
the
time
it
takes
for
you
to
produce
an
organized
hard
copy
of
the
return
for
your
client
to
review
(this
can
include
packaging,
mailing,
and
any
other
efforts
to
get
a
return
to
your
client
for
their
review)
Review with Client: how long does it take for you to provide an end-to-end review of the tax return with your client
Invoice
&
Receive
Payment:
the
cumulative,
end-to-end
time
it
takes
you
to
create,
print,
and
send
an
invoice;
all
the
way
through
when
funds
are
finally
deposited
in
your
account
Send Final Copy to Client: the time that is required to print and deliver a final copy to your client
eFile
&
Track:
the
time
it
takes
for
you
to
not
only
submit
the
return
via
eFiling,
but
also
the
amount
of
time
it
takes
you
before
you
are
satisfied
it
was
filed
properly
and
accepted
by
the
body
you
submitted
the
return
to
(Federal,
State,
City,
etc.)
6. Now that we understand how many minutes it takes for you to complete these return
types, wed like to understand the amount of time it takes from the first step (get clients)
to the last step (send copy). For example, it might take 2 weeks to complete an
Individual return because of a delay from the client to get you documents, etc. Please
indicate below how many DAYS it takes from start to finish for each of these tax returns.
Individual
Slowest
scenario
TASKS
End-to-end
completion
time
Business
Fastest scenario
Slowest scenario
Fastest scenario
7. How many reminders do you typically send to each of your clients for these tax
returns? Please show the average number of reminders, along with the most and least
youve sent to any given client.
TASKS
Individual
Slowest
scenario
Business
Fastest scenario
Slowest scenario
Fastest scenario
Average
#
of
reminders
Most # of reminders
Least # of reminders
8. How many interruptions (e.g., client calls, meetings, etc.) do you typically encounter
for these tax return types? Please show the average number of interruptions, along with
the most and least number of interruptions youve encountered.
Individual
Slowest
scenario
TASKS
Business
Fastest scenario
Slowest scenario
Fastest scenario
Average
#
of
interruptions
Most
#
of
interruptions
Least
#
of
interruptions
9. If you look at all of the areas we have discussed where your firm spends time, in
which areas would you like to be more efficient? By being more efficient, we mean you
would like to save time at the task or reduce unbillable hours. Please rank your top 3
areas giving a 1 to the area where you would like to see the most efficiency gains, a 2
to the next area you would most like to see efficiency gains and a 3 to the third area
where you would like to gain efficiencies. Please do this for each of these tax returns.
TASKS
Individual
Slowest
scenario
Business
Fastest scenario
Slowest scenario
Fastest scenario
Get clients
Enter Data
Prepare Return
10
10. On average, how many returns do you, personally, prepare annually for your clients
for each of these tax returns?
Individual
TASKS
Slowest scenario
Average # returns
Business
Fastest scenario
Slowest scenario
Fastest scenario
Now
wed
like
to
ask
some
questions
about
the
technology
used
to
support
your
tax
preparation
work
for
clients.
11. Below is a list of behaviors you or others in your firm may or may not engage in at
work that require the use of technology. Please indicate whether you currently do each
activity or are planning to do so in the future. Please choose only one column for each
activity. RANDOMIZE ORDER OF ITEMS
Already
do
today
Plan
to
start
in
next
12
mos.
No
plan
to
use
in
the
next
12
mos.
Electronic
signature
Obtain
electronic
signature
for
8879
to
allow
you
to
e-
file
your
clients
return
on
their
behalf
Client collaboration/portal
Not
aware
of
technology
11
Last,
wed
like
to
understand
which
products
youre
using
for
purposes
of
performing
your
accounting/bookkeeping
and
tax
preparation
work.
12. Which of the following accounting software or online services, if any, do you use for
client work (including client bookkeeping/general ledger, write-up, trial balance, or
QuickBooks (setup and training) or organizing data to prepare tax returns for your
clients? Select all that apply.
FreshBooks
Kashoo
Microsoft
Excel
QuickBooks
Pro
QuickBooks
Premier
QuickBooks
Accountant
Edition
QuickBooks
Online
QuickBooks
Online
Accountant
QuickBooks
any
other
(e.g.,
EasyStart,
Mac)
QuickBooks
Enterprise
Systems
Quicken
Sage
Simply
Accounting
Basic
Sage
50
Pro
(formerly
Simply
Accounting)
Sage
50
Premium
(formerly
Simply
Accounting)
Sage
50
Accountant
Edition
(formerly
Simply
Accounting)
Sage
50
any
other
(e.g.,
First
Step,
Quantum)
(formerly
Simply
Accounting)
Sage
One
Sage
One
Accountant
Edition
Wave
Accounting
Xero
Xero
Partner
Edition
Other
(please
specify)
[TEXTBOX
MANDATORY]
None
of
the
above
[EXCLUSIVE]
12
13. Which tax preparation software or online tax preparation services, if any, did you use
to complete the tax returns for your clients for the past tax year (tax year 2014)? Please
select all that apply.
Agile
Tax
(Thomson
Reuters
Tax
&
Accounting)
ATX
(CCH
Small
Firm
Services)
Axcess
(CCH)
Crosslink
[DP
NOTE:
NEW
THIS
YEAR]
Drake
Software
H&R
Block
Intuit
Tax
Online
Lacerte
(Intuit)
Orange
Tax
Suite
Pro
(Orange
Door,
Inc.)
ProSeries
Basic
(Intuit)
ProSeries
Professional
(Intuit)
ProSystem
fx
Tax
(CCH)
TaxACT
(2nd
Story
Software/InfoSpace)
TaxACT
Preparers
Edition
(2nd
Story
Software/InfoSpace)
TaxWise
(CCH
Small
Firm
Services)
TurboTax
Desktop
(Intuit)
Turbo
Tax
Online
(Intuit)
UltraTax
CS
(Thomson
Reuters
Tax
&
Accounting)
Other
(specify)
[TEXT
BOX
MANDATORY]
None
of
the
above
[EXCLUSIVE]
Thank
you
for
taking
the
time
to
share
your
responses
with
us.
We
value
your
input
and
appreciate
your
participation
in
this
study.
13
Frequency
Owner/sole proprietor
Percent
318
73.1%
Owner/partner
80
18.4%
Office Manager
0.5%
19
4.4%
Administrative employee
0.5%
Contractor
0.5%
1.8%
435
100.0%
Total
Category
Frequency
Percent
No
223
51.3%
Yes
208
47.8%
0.9%
435
100.0%
2
Total
14
Average
Standard Deviation
Minimum
Maximum
Sample
106.0
510.8
9000
435
Enter Data
78.7
165.9
2000
435
Get Clients
69.2
466.4
8999
435
Prepare Return
68.2
189.8
3000
435
36.1
303.4
4500
435
30.4
66.1
1000
435
27.1
75.3
1000
435
24.9
130.3
2500
435
17.2
92.2
1600
435
Minimum
Maximum
Sample
Average
Standard Deviation
Get Clients
41.1
438.1
8999
435
32.3
215.3
4000
435
Enter Data
26.1
75.2
1000
435
Prepare Return
26.0
109.5
2000
435
20.4
147.7
2500
435
16.9
125.5
2500
435
16.3
68.7
1000
435
15.2
53.3
1000
435
13.7
90.7
1600
435
15
4. How many reminders do you typically send to each of your clients for these tax
returns? Please show the average number of reminders, along with the most and least
youve sent to any given client.
Average
Standard
Deviation
Minimum
Maximum
Sample
6.0
7.8
80
431
3.0
6.8
100
431
2.5
11.3
220
431
1.2
4.1
75
431
Variable
! Technology Used
5. Below is a list of behaviors you or others in your firm may or may not engage in at
work that require the use of technology. Please indicate whether you currently do each
activity or are planning to do so in the future. Please choose only one column for each
activity. RANDOMIZE ORDER OF ITEMS
Already do today
No plan to use in
the next 12 mos.
Not aware of
technology
16
Data Collection
Category
Frequency
Already Do Today
126
29.2%
94
21.8%
184
42.7%
27
6.3%
431
100.0%
Percent
E-Organizer
Category
Frequency
Already Do Today
128
29.7%
93
21.6%
183
42.5%
27
6.3%
431
100.0%
Percent
Electronic Signature
Category
Frequency
Percent
Already Do Today
132
30.6%
129
29.9%
152
35.3%
18
4.2%
431
100.0%
17
Client collaboration/portal
Category
Frequency
Already Do Today
203
47.1%
84
19.5%
122
28.3%
22
5.1%
431
100.0%
Percent
6. Which of the following accounting software or online services, if any, do you use for
client work (including client bookkeeping/general ledger, write-up, trial balance, or
QuickBooks (setup and training) or organizing data to prepare tax returns for your
clients?
QuickBooks Accountant Edition
Category
Frequency
Percent
No
132
30.6%
Yes
299
69.4%
431
100.0%
Total
7. Which tax preparation software or online tax preparation services, if any, did you use
to complete the tax returns for your clients for the past tax year (tax year 2014)?
Drake Software
Category
Frequency
Percent
No
366
84.9%
Yes
65
15.1%
431
100.0%
Total
18
Lacerte (Intuit)
Category
Frequency
Percent
No
335
77.7%
Yes
96
22.3%
431
100.0%
Total
Frequency
Percent
No
395
91.6%
Yes
36
8.4%
431
100.0%
Total
19