Research and analysis
Annual Tax Summaries: Testing of web content with customers
Research to test customer response to the Annual Tax Summary web content and exploring likely customer behaviour after visiting the web page.
Ref: HMRC Research Report 343 PDF, 140KB, 8 pages
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This research explored whether customers want to access help online, whether web content met customers’ needs and if they would contact HM Revenue and Customs (HMRC) following receipt of an Annual Tax Summary.
This was qualitative research comprising in-depth interviews with 29 customers in four locations. The research was undertaken by Define Research and Insight Ltd, on behalf of HMRC.
The aim of the research was to:
- explore whether customers want to and are able to access online help and how they navigate web content
- identify whether web content meets customers information needs
- gather insight into customer behaviour after reading the web content, particularly whether customers would be likely to contact HMRC
The research found that customers were unlikely to contact HMRC unless there was an error. Going online was the preferred first option for most, and the website largely met their needs.
Published: 11 December 2014
From: HM Revenue & Customs