Professional Services Sector Web Experience Research
The Canada Revenue Agency (CRA) wanted to conduct qualitative research to explore issues with representatives of small businesses in the professional services sector related to the redesign of the business portion of its website. The research was conducted with one segment of the small business community – those working in the Professional, Scientific and Technical Services sector of the economy. Among others, this group included architects, accountants, lawyers, health care providers (dentists), and other professionals. The main objectives of this research were to enable CRA to identify the most valuable features of a redesigned website for this client segment, explore CRA-related needs and expectations of clients, determine the experience components seen to be most important and meaningful to clients in terms of using the CRA website, explore the relationship between use of the website and other service delivery channels for key interactions that clients had with CRA, and determine which elements of a redesigned website would likely be most central to customer satisfaction. Through the research, three interactions were explored in detail: T1 tax filing, payroll remittances, and T2 tax instalments (incorporated businesses only).
A set of 8 focus groups were conducted with representatives of small businesses in the Professional, Scientific and Technical Services sector. Four groups were conducted in each of Montreal and Toronto, with separate groups conducted with individuals responsible for T1 tax returns for business income, payroll remittance and T2 corporate tax instalments. Each group included a mix of participants by profession, age, and gender. All participants were Internet users (with a mix of people based on the length of time they have used the Internet and the types of activities conducted online). All businesses had to have 10 employees or less. All participants in the T1 tax-filing groups had significant involvement in preparing a T1 return for business income.