Brand24 Topic Analysis — Verified behavioral signals from social listening
Projected: Dec 2025-Jul 2026
Informed by prior year seasonal trends — Not measured data
Projection Methodology: Query volumes and mention counts for Dec 2025-Jul 2026 are estimates informed by prior year (FY25) seasonal patterns observed in Brand24 data. Cluster trends reflect expected directional changes based on historical tax professional behavior cycles.
Tax Pro Switcher Behavior Timeline
When and why tax professionals evaluate, decide, and switch software across the tax year
Window 1: Contract Renewal
Aug → Oct
Behavior: Post-extension reflection. Practitioners locked into current software but actively cataloging friction points. Renewal decisions made under time pressure.
Signal: BOFU clusters peak. Contract, pricing, and migration topics surge.
Window 2: Frustration Planting
Jan → Mar
Behavior: Execution mode. Too busy to switch but every pain point gets mentally logged. MOFU dominates as practitioners focus on deadlines and features.
Signal: Support complaints, speed issues, and integration friction clusters rise. Seeds of May-June switching decisions.
Window 3: Peak Switcher
May → Jun
Behavior: "Calm enough to evaluate, angry enough to change." Post-deadline relief meets accumulated frustration. TOFU research converts to BOFU action.
Signal: Comparison, demo, and migration clusters spike. Highest conversion window of the year.