A Tale For King And Country: How customers' stories changed the Dutch Tax and Customs Administration and even reached the Dutch King

This paper describes some of the creative research methods used in a project for the Dutch Tax and Customs Administration (the tax authority), which wanted its employees to understand taxpayers and encourage more of them to submit their tax declaration themselves.

A Tale For King And Country: How customers' stories changed the Dutch Tax and Customs Administration and even reached the Dutch King

Anke Bergmans, Arjen Van Ulden and Edith Nijenhuis

Introduction: From reach insights to a best seller

The dream of every market researcher: not only are people interested in your story, but they talk about it with each other, inspire others with the story and it is even discussed in board rooms. In short, your insights are the talk of the town! That's exactly what the researchers from the Tax Office in cooperation with Blauw Research accomplished at the...

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