Research and analysis

Communicating with customers of retirement age (RR703)

Findings of two phases of research conducted for the DWP, to explore the attitudes and perceptions of people in retirement age.

Documents

Communicating with customers of retirement age (RR703 ): report

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Communicating with customers of retirement age (RR703 ): summary

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Detail

By Sarah Jenkins, John Higton and Elizabeth Lane

This report documents the findings of two phases of research conducted for the Department for Work and Pensions, to explore the attitudes and perceptions of people in retirement age. The aim of the research was to enable the Pension, Disability and Carers Service (PDCS) to enhance its already developed customer segmentation model (Odyssey) through identification of additional customer characteristics.

The research included both qualitative and quantitative elements. The qualitative research looked at the attitudes and perceptions of customers towards their social and financial lifestyles, as well as their health and well-being. The quantitative research built upon these themes from the perspective of communicating with those of retirement age.

This report uses the findings from both elements of this research to help enhance the PDCS customer segmentation model which will inform the development of more efficient and effective communications that reflect the attitudes and needs of PDCS customers over retirement age.