Research and analysis

Evaluation evidence from policies targeted at claimants aged 50 plus

Published 28 May 2026

Crown copyright 2026. 

You may re-use this information (not including logos) free of charge in any format or medium, under the terms of the Open Government Licence to view this licence, visit  the website or write to the information Policy Team, The National Archives, Kew, London TW9 4DU, or email  psi@nationalarchives.gov.uk. 

This document/publication is also available on our website Research at DWP 

If you would like to know more about DWP research, mail socialresearch@dwp.gov.uk 

First published May 2026. 

ISBN 978-1-78659-991-9 

Views expressed in this report are not necessarily those of the Department for Work and Pensions or any other government department.

Author Details 

This report has been written by Ian Briedis (DWP), Dan Ward (DWP), Sophie Rugg (DWP) and Janet Allaker (DWP)

Executive summary

Background  

DWP provides a range of policies that deliver enhanced support to jobseekers over 50 years old. The “50PLUS” package includes access to additional work coach appointment time, access to free training such as Skills Bootcamps, careers advice, Sector-based Work Academy Programme (SWAP); local and national skills offers and access to the DWP Midlife MOT group sessions and the on-line DWP Midlife MOT website, both of which provide help with issues around health, finances, work and pensions. 50PLUS Champions are also embedded within Jobcentres to strengthen the support available for older claimants.

DWP officials have undertaken evaluation work to assess the delivery and impact of some of the aged 50 or over (50+) policies. Three elements of this evaluation activity have already been published, namely the Evaluation of the Private Sector Midlife MOT^{[footnote 1]}; the Evaluation of the Midlife MOT group sessions^{[footnote 2]} and the JCP Midlife MOT group sessions MI report^{[footnote 3]}.  This new report provides a synthesis of the evaluation findings from three other 50+ policies, namely the Additional Work Coach Time 50PLUS, 50PLUS Champions and the Digital Midlife MOT website.

Evaluation of Additional Work Coach Time  

Additional Work Coach Time 50PLUS (AWCT 50PLUS) provides additional work coach (WC) time for Universal Credit (UC) claimants aged 50 and over in the Intensive Work Search (IWS) conditionality group. The AWCT appointments are provided at three points in the UC IWS claim, as set out below. This time is additional to the regular Work Search Review (WSR) appointments for UC IWS claimants. 

• week 13 after start of claim - 20 extra WC minutes 

• week 26 after start of claim - 10 extra WC minutes 

• week 39 after start of claim - 10 extra WC minutes 

Findings from the AWCT 50PLUS impact assessment have found that attending AWCT 50PLUS appointments does not have a statistically significant impact on the referral to employment related support options^{[footnote 4]} or movement into work in the first 12 months after the week 13 appointment. 

A staff survey found that DWP staff were generally positive about AWCT 50PLUS and provided researchers with a list of benefits associated with the policy including: 

• time to record a detailed history of claimants on their UC account 

• more time to discuss different subjects with claimants and find out their needs 

• more time to reflect and formulate next steps for the claimant 

• more time to refer to other sources of support  

Feedback from the staff after research observations of AWCT appointments was consistent with positive feedback from the staff survey.  Staff noted that extra appointment time helped staff cover a range of claimant issues including benefit queries, pension issues and work barriers.

Evaluation of 50PLUS Champions

50PLUS Champions undertake a wide variety of activities including staff training, staff information sessions, case conferences, job fairs, employer engagement and well-being events.  50PLUS Champions made some suggestions in developing their role, such as greater engagement with employers and external organisations; greater engagement with JCP Plus staff and an increase in current provision tailored to older claimants.

Around three quarters (76%) of JCP staff surveyed reported that the 50PLUS Champion role is effective in assisting their work with 50+ customers.  Around three-quarters (77%) of JCP staff reported that engagement with 50PLUS Champions had increased their knowledge of support that can be offered to 50+ claimants.

Evaluation of the DWP Digital Midlife MOT website  

The DWP Midlife MOT website has been accessed by users a total of 59,968 times between November 2023 and March 2026, with a monthly average of 2,018 sessions. Months with higher-than-average numbers of sessions include January 2024 to March 2024, which is likely to be linked to DWP marketing activity of the website during that time period.  

A DWP commissioned survey conducted in 2024, entitled Preparing for Later Life (PPLL) ^{[footnote 5]}, found that two per cent of 40 to 75 year olds surveyed had heard of, or used, a Midlife MOT service (on-line or face to face). The majority (81%) of survey respondents said that a Midlife MOT website should continue to be provided. The survey also asked about willingness to pay for access to a Midlife MOT website. The “central estimate” for willingness to pay was estimated at £14.60.

Chapter 1: Evaluation of Additional Work Coach Time 

1.1 Introduction

Additional Work Coach Time 50PLUS (AWCT 50PLUS) provides claimants aged 50 and over who are in the Intensive Work Search^{[footnote 6]} conditionality group with extra work coach appointment time throughout the first 39 weeks of a new claim for Universal Credit (UC). Claimants are eligible for AWCT if when they start a new claim for UC; are aged over 50; are not gainfully self-employed and are in the Intensive Work Search (IWS) conditionality group. If a claimant moves out of the IWS group, they will no longer receive AWCT appointments. 

The AWCT is provided at three points in the IWS claim, as set out below. This time is additional to Work Coach time allocated for the regular Work Search Review (WSR) appointments.

• week 13 after start of claim: 20 extra WC minutes

• week 26 after start of claim: 10 extra WC minutes

• week 39 after start of claim: 10 extra WC minutes

The support within the AWCT appointments is tailored to individual claimants’ needs and can be used to discuss a range of issues including:

• reviewing claimants’ progress to work  

• discussing any barriers claimants face in getting back to work

• supporting claimants to balance work and health/caring responsibilities

• discussing pension options and arrangements 

• assessing suitability for other support options beyond the Jobcentre

AWCT was rolled out from May 2022 across all Jobcentre sites over four phases as set out below:

Phase	Date	Number of Jobcentres
1	25th May 2022	11
2	28th Sept 2022	205
3	23rd Nov 2022	219
4	8th Feb 2023	235

The evaluation of the AWCT for 50PLUS claimants consisted of two strands of activity, namely a quantitative impact assessment and in-house research described in the following pages.

1.2 AWCT 50PLUS impact assessment   

The AWCT impact assessment aimed to measure the impact of the policy on referral to employment related provision^{[footnote 7]} or direct movement into paid work. The impact assessment compared the outcomes of claimants who were eligible for the AWCT policy (known as the “treatment group”) with a similar group of claimants who were not eligible (known as the “control group”).   

A selection of claimants aged 50 to 66 years old, registered in the 235 Jobcentres associated with the Phase 4 roll out schedule were used to construct the treatment and control groups. The claimants who had started their claims before the 8th Feb 2023 go live date for AWCT were used to construct the ‘control group’, as they were not eligible for the policy. A second cohort of claimants registered in Phase 4 Jobcentres who started their claim after the 8th Feb 2023 go-live date were selected to construct the ‘treatment’ group. The impact assessment analysis tracked outcomes for 12 months after the 13 week point in the UC claim for both groups.^{[footnote 8]}   

Some eligible claimants in the treatment group did not receive an AWCT appointment at week 13; reasons for this include movement out of geographical area, claim closed, failure to attend the appointment. The impact assessment used an ‘intention to treat’ design approach where all claimants in the treatment group were tracked including those who did not receive AWCT appointments. However, claimants who were marked as ineligible for AWCT week 13 appointment were excluded from the analysis. The analysis did not exclude those who have moved out of the IWS group after the week 13 point in their claim.

Controlling for other variables 

There are a range of factors that could influence if a 50+ UC IWS claimant will be referred to an employment support programme or move into work. These factors include age, gender, motivation to work, engagement with JCP and geographical location. The impact assessment analysis controlled for age, gender and geography so that any observed differences in outcomes between the treatment group and the control group is unlikely to be due to these factors. However, data was not available to be able to control for motivation or level of engagement. This means that differences in outcomes between treatment and control claimants could, in part, be influenced by differences in levels of motivation and engagement between the two groups. 

AWCT impact assessment results 

There is a small positive difference in the referral rate to an employment related provision or movement into work after attending a week 13 appointment between the treatment and comparison group during the 12-month tracking period. However, these differences are not statistically significant within a 12-month tracking period. It is therefore concluded that, on average, attending a 50PLUS AWCT appointment does not increase the likelihood of referral to employment related provision or movement into work.

1.3 AWCT In-house research 

Methodology 

Staff research was carried out with JCP staff between 27th February and 17th March 2023​. An on-line survey questionnaire was sent to JCP staff via Microsoft Teams and manager-led Teams meetings. Completed questionnaires were received from 219 staff representing 155 jobcentres throughout England, Wales and Scotland. Responses include those from Work Coaches, Work Coach Team Leaders and other roles including Disability Employment Advisers and administrative roles. 

Research findings 

The majority (79%) of staff surveyed said they were confident in delivering the AWCT policy, with 33% stating they were very or extremely confident.  The minority of staff who were not confident in delivering AWCT reported the following as reasons for their lack of confidence: 

• limited opportunities to learn and put the guidance into practice  

• not receiving training / insufficient training 

• lack of time to complete training 

• limited interaction with 50+ claimants 

• process is too long and complicated  

• low confidence in what to talk about during AWCT appointments

Feedback on guidance on AWCT 

Just over half (55%) of Work Coaches reported that they had read all the intranet guidance on AWCT and the same percentage reported that the guidance was easy to understand. Some Work Coaches had suggestions for improvements to the guidance which included the following: 

• a slide pack covering suggested content of the AWCT appointment so that the Work Coach has a clear expectation of conversation to be held with the claimant 

• a flow chart showing clear steps in delivering the AWCT policy 

• desk aid, perhaps including prompts for the AWCT discussion

Feedback on impact of AWCT appointments 

In general, Work Coaches were positive about the impact of the AWCT appointments and listed a number of advantages from this policy, including the following:  

• more time to discuss different subjects in more depth 

• more time for a Work Coach to probe into claimant needs 

• more time to reflect and form next steps for the claimant 

• more time to refer to provision or other channels of support  

• time to record a detailed history on their UC account

In addition to checking the activities the claimant has agreed to undertake in their search for work it provides and an opportunity to look at and reflect on other areas

– Work Coach Team Leader 

You have a far more in-depth conversation and have the time to refer to provision or other channels of support during the AWCT appointment 

– Work Coach 

The longer appointment really offers the opportunity to coach the claimant and have a conversation about the direction of their job search, particularly if looking at transferrable skills  

– Work Coach

1.4 AWCT appointment observations 

Researchers undertook on-site observations of 39 AWCT appointments. Researchers took notes during the observations and gathered feedback from staff and claimants after the AWCT appointment. The table below shows the number of appointments observed under each category. Of the 39 appointments, 27 consisted of the 50 to 59 age group, 11 was of the 60 plus age group, and 1 did not disclose an age category.

Appointment type	Number of observations
Week 13	25
Week 26	9
Week 39	5
Total	39

Staff feedback on the usefulness of AWCT was broadly positive, which is consistent with the JCP staff survey findings described earlier in this report. Many Work Coaches reflected on how the extra appointment time helped them cover a range of issues that needed addressing including benefit claim issues, pension issues (including pension shortfalls) and work barriers.  

We get the time to treat them as people, to hear them, to actually listen and talk about the major areas

– Work Coach

Work Coaches were asked about feedback on the challenges of delivering AWCT 50PLUS appointments. Various issues were raised in response: 

• two of the observed appointments were impacted by English as a Second Language (ESOL) needs for the claimants, which meant less was covered in the appointment 

• some Work Coaches noted that an increase in the allocated AWCT time would be useful for those claimants who struggle to navigate websites and find information by themselves. Additional time could also be useful for claimants with complex support needs 

• one Work Coach questioned the need for AWCT appointments beyond week 26, they felt that by week 26 “everything would have been discussed” and availability of Restart at week 26 meant that week 39 appointments were not needed 

• if staff resource required a change in Work Coach between appointments this could create issues with rapport 

• the range of topics covered in the appointments varied but in some cases was limited by issues such as lack of English, claimant lack of engagement or claimant focus on benefit claim issues only

Claimant reflections on AWCT 

The majority of claimants receiving AWCT who shared feedback after their appointments regarded it as useful and covered the right things in the right amount of time.  

Claimants aged 50 to 59 

Generally, this age group saw the AWCT 50PLUS appointments as being useful and lasting the right length of time, with most claimants clear on any next steps. Some claimants felt that the extra time was beneficial for their specific age group, with one remarking that “this age is a new chapter”. One type of support identified by several claimants as being particularly useful was receiving pension information.  

Claimants aged 60 plus 

Limited insight was collected overall from this age group; however, the week 39 appointment was seen as useful and being the right length of time. There were mentions of being referred to events and/or sessions (such as an ‘online’ course), some of which were seen as helpful. Observations of appointments and feedback from Work Coaches and claimants from this age group suggest that conversations taking place are generally positive and useful but do not necessarily lead to a referral to a provision, despite these conversations taking place.

Chapter 2 Evaluation of 50PLUS Champions

2.1 Introduction  

Research was undertaken to understand the effects that 50PLUS Champions are having in Jobcentres, identify lessons learnt and any areas for improvement. The research into 50PLUS Champions consisted of 2 surveys:

50PLUS Champions survey: Survey emailed directly to all 77 50PLUS Champions to their work email address. The survey was open for responses for three weeks, with a reminder email being sent to 50PLUS Champions after one week. There were 61 responses from 50PLUS Champions to the survey. 

Wider staff Survey^{[footnote 9]}: Aimed at any staff members who may engage with 50PLUS Champions. This survey was open for three weeks, with an email reminder to Team Leads sent after two weeks, and a repost in an internal newsletter to remind staff about the survey. There were 248 responses to the other staff survey: 180 Work Coaches; 47 members of the Employer and Partnership Teams; 17 Disability Employment Advisers; 4 ‘other’ roles. 

The surveys were analysed using descriptive analysis for closed questions and thematic analysis for free text responses. Given the smaller sample size of the 50PLUS Champions survey, findings are presented in terms of number of responses rather than percentages for this group.

2.2 Research findings 

Activities undertaken by 50PLUS Champions 

50PLUS champions were asked about how often they undertook a range of activities associated with their role. Of the provided list in the survey question, job fairs was the most commonly undertaken; this was followed by identifying volunteering opportunities and arranging bespoke awareness sessions for 50+ customers. Other activities commonly reported by 50PLUS Champions included: 

• customer sessions and events: for example, pension awareness sessions, 50+ employability courses, 50+ ‘Job Clubs’ 

• staff training via 1-2-1 and group sessions including pension issues, age-friendly employers and a wide range of topics relevant to the 50+ cohort 

• general support and upskilling for staff including sharing best practice, case conferences, support in delivering the Midlife MOT sessions and the Additional Work Coach Time appointments 

• use of the Dynamic Purchasing System to procure the bespoke courses and sessions such as confidence building courses and digital skills training 

• engagement with external stakeholders: such as employers, community groups, charities, sports organisations, local authorities, media organisations. With an aim to engage on 50+ issues or events and to identify opportunities for 50+ customers 

• upskilling and training products produced for staff: for example ‘1-page desk aid’, a 50+ customer journey flow chart for Work coaches to follow, and a ‘50+ Toolkit’

When asked how they have innovated in their role, many 50PLUS Champions mentioned organising or procuring bespoke sessions, events, and programmes specifically for 50+ customers covering topics such as health and wellbeing, women returners, menopause, digital support, pensions, finding work after 50 and skills training.    

50PLUS Champions reported that they engage frequently with the network of other 50PLUS Champions to share best practice, knowledge and training; share useful contacts; and help with events and troubleshooting.

50PLUS champions’ feedback on role 

Over half of 50PLUS Champions (35 of the 61 Champions surveyed) reported feeling ‘completely confident’ in delivering their job role, and a further 22 reported feeling ‘fairly confident’. When asked which factors enable them to fulfil their role effectively, the most commonly reported factor was ‘Positive engagement with staff’ (57 responses), followed by ‘Positive engagement with management’ (56 responses) and ‘Support from other 50PLUS Champions’ (55 responses). The majority (50 responses) of 50PLUS Champions reported a perception that their role makes ‘a lot of difference’ to the outcomes for 50+ customers and a further 10 said their role made ‘some difference’.  

The majority of 50PLUS Champions reported that they have the necessary tools to complete their role effectively. However, around half of 50PLUS Champions   reported experiencing some challenges in performing their jobs, the most commonly reported barrier was insufficient buy-in from Work Coaches to the 50+ agenda, followed by lack of management support  

Of the provided list of activities that 50PLUS Champions undertake with JCP staff, ‘Supporting the Midlife MOT’ was believed to have the most positive impact, with 41 Champions saying it had a ‘very positive impact’ and further 20 Champions saying it had either a ‘positive impact’ or a ‘slightly positive impact’. ​This was followed by ‘Building Work Coach capability’ and ‘Supporting 50+ Additional Work Coach Time’.​  ‘Supporting engagement with local employers’ and ‘Engaging with JCP leadership team’ were rated as the least impactful, although the majority of Champions still rated these as having a positive impact.​

Wider staff feedback on 50PLUS claimants 

Of the JCP staff who responded to the survey, 82% said they see 50+ customers either very frequently or frequently and 72% said they had contact with 50PLUS Champions at least once a month. The majority of JCP staff who responded said that they were happy with their current level of engagement with their 50PLUS Champion.    

The majority of respondents (76%) reported that the 50PLUS Champion role was either ‘very effective’ (40%) or ‘somewhat effective’ (36%) in assisting them with the delivery of their role in relation to 50+ customers. The majority of staff (77%) said engagement with 50PLUS Champions had increased their knowledge of support that can be offered to people aged 50+, with over half saying they had increased their confidence in their ability to support people aged 50+ looking for employment (61%), and their knowledge of the potential barriers to employment that are specific to this age group (57%).  

Around two in five respondents (43%) said that their attitude towards the 50+ agenda had changed due to the work of their 50PLUS Champion. Of those who reported that their attitude had changed, 99% said that their attitude was either more positive (66%) or much more positive (33%).   

Almost all respondents (99%) hold the opinion that the impact of the 50PLUS Champion role on moving customers closer to the labour market is either ‘much more positive’ or ‘more positive’.    

50PLUS Champions suggested other activities that they believed could be done in their role to improve the service for 50+ customers which are summarised in the list below: 

• greater engagement with employers: - to identify age-friendly employers, joint events, recruitment incentives for employers, and voluntary opportunities

• greater engagement with other staff members: for example meetings with employer partnership teams

• greater engagement with other external organisations: such as age-related charities and 50PLUS recruitment agencies, and local authority partnerships  

• more pension advice:  including links with Pension Service colleagues was suggested

• additional support for customers not attending JCP   

Some staff noted a need for increased knowledge and visibility of the 50PLUS Champions role, for example via increased attendance at events, sites or meetings and more training and information sessions for WCs.

Chapter 3 - Evaluation of the DWP Digital Midlife MOT website

3.1 Introduction 

The DWP Midlife MOT policies are for people 50PLUS to help them think about their future in regard to retirement, their health and their education/skills. There have been 3 types of DWP-funded Midlife MOT policies: 

• JCP ML MOT group sessions 

• Private Sector ML MOT (discontinued due to lack of take up) 

• Digital ML MOT website Link to Midlife MOT website   

The evaluation of the Midlife MOT website consists of analysis of Google Analytics data and elements of the Preparing for Later Life Survey. 

3.2 Analysis of Google Analytics data 

“Google Analytics” data tracks the performance of websites via a range of metrics such as number of viewing sessions, number of users, and time spent on the website. The DWP Midlife MOT website was launched in launch July 2023, but Google Analytics data is only available from November 2023. There are limitations to Google Analytics data. The number of users data will be dependent on website visitors accepting website analytics tracking through cookies. Google Analytics does not tell us why users interact with the website content in the ways they do. The Google Analytics data doesn’t tell us whether the digital ML MOT has an impact on users’ behaviour, job outcomes or financial resilience 

The DWP Midlife MOT website has been accessed by users a total of 59,968 times between November 2023 and March 2026, with a monthly average of 2,018 sessions.  Months with higher-than-average numbers of sessions include January 2024 to March 2024, which is likely to be linked to DWP marketing activity of the website during that time period. The table below provides more information on Google Analytics data for November 2023 to March 2026.

Summary data for the DWP Midlife MOT website Nov 2023 to March 2026 

Measure	Definition	Total
Sessions	Number of times the website is accessed by users. Provides a measure of the website’s overall level of interest and popularity among users	59,968
Total Users	Number of unique individuals accessing the website. This number is smaller than number of sessions as one user may visit the website multiple times in given time period.	38,554
Views	The number of pages visited by users. The number of views is larger than the number of sessions as a user may move from the home/landing page to other sub-pages within the same website	162,950
Views per session	The number of pages visited by users within one session of accessing the website.	2.72
Bounce rate	Rate at which users navigate away from the landing page without further interaction, the bounce rate reveals the landing page’s ability to retain visitors.	25.30%
Engagement rate	The engagement rate measures the percentage of sessions that are considered ‘engaged’, that is sessions that last longer than 10 seconds; or include 2 or more pageviews; or that include the user opening a link	74.70%

The evaluation did not collect any data on whether visits to the DWP Midlife MOT website influenced users’ behaviour or usability of the website.

3.3 Preparing for Later Life Survey findings 

Introduction 

The Preparing for Later Life survey provides survey feedback from a sample of 40 to 75 year olds in Great Britain. The respondents were asked about their awareness of sources of information and guidance on planning for retirement, including if they were aware of a “Midlife MOT” service.  The survey fieldwork took place between 30th October 2024 and 7th December 2024. Data were collected via a 45 minute online self-completion survey (with the option to complete via the telephone on request). The survey received responses from 4,036 individuals (29% of issued sample). Data is weighted to be representative of the population. Further information on the Preparing for Later Life Survey is provided in the published report Planning and Preparing for Later Life 2024 - GOV.UK 

Research findings 

Overall, 1 to 2% of survey respondents had heard of or used a midlife MOT service (either face to face or on-line^{[footnote 10]}). It is important to note that the survey questions referred to “a Midlife MOT” but did not directly reference DWP, so respondents may have been referring to a midlife MOT service from a different provider. Around half (55%) of respondents said they would be interested in utilising a Midlife MOT tool in the future. The majority (81%) of survey respondents said that a Midlife MOT website should continue to be provided. This was in response to a question that referred to “the Midlife MOT website” but did not reference DWP explicitly, hence responses may relate to views about a Midlife MOT website from another provider. 

The survey also gathered feedback on whether individuals would be willing to pay for a Midlife MOT website.  The survey used a “dichotomous choice” approach to measure willingness to pay, which involved asking people if they would be willing to pay a specified amount for a product or service to continue to be provided.  If the respondent said yes to the first amount, they are then asked whether they would be willing to pay the original amount plus an increment. If they said no to the first amount, they were asked whether they would be willing to pay the original amount less an increment.  

The responses to these two questions provide information on the distribution of people’s willingness to pay relative to the starting value which can then be modelled to produce a “central estimate^{[footnote 11]}” of respondents’ overall willingness to pay.  The central estimate of willingness to pay was £14.60.  Those with a higher financial literacy score and those with a Defined Contribution pension had a higher willingness to pay

Annex A  

List of employment support options included in the AWCT impact assessment analysis 

Contracted provision 

Work and Health Programme (WHP)   

Sector-based Work Academy Programme (SWAP)   

Job Entry Targeted Support (JETS) 

Non-contracted provision 

Basic English training 

Basic Maths training 

Basic IT training 

Careers Advice 

Employability fund 

Employability skills training 

English as a Second Language (ESOL)  

Health and well-being support 

Mentoring circle 

Midlife MOT 

Pre-employment training 

Traineeship 

Wales Skills Employment Pathways 

Work Club 

Work Experience 

Work Trial 

Other

1. Private Sector Midlife MOT Pilots qualitative research interim findings: technical report - GOV.UK ↩

2. Jobcentre Plus Midlife MOT qualitative research - GOV.UK ↩

3. JCP Midlife MOT Group Sessions Management Information, January 2023 to June 2025 - GOV.UK ↩

4. The analysis tracked referral to employment related support options including the Work and Health Programme, Sector-based Work Academy Programme, Job Entry Targeted Support (JETS) and a range of other employment support options as set out in Annex A. ↩

5. Planning and Preparing for Later Life 2024 - GOV.UK ↩

6. The Intensive Work Search conditionality group are UC claimants who are required to actively seek work and report on their work search activity via regular Work Search Reviews. ↩

7. The analysis track referral to employment related support options including Work and Health Programme, Sector Work Academy Programme, Job Entry Targeted Support (JETS) and a range of other employment support options see Annex A ↩

8. The week 13 appointment date is estimated based on the date the claimant commitment was signed. ↩

9. The survey was open to all staff to complete without efforts to ensure a representative sample so there may be biases in those who completed the survey, for example, a self-selection bias, whereby those with a strong interest or opinion on the topic are more likely to participate. ↩

10. The survey found 1% of respondents reported having heard of a Midlife MOT tool and 2% of respondents reporting having used of a Midlife MOT tool. There is some uncertainty about the 2% user figure given that only 1% reported being aware of a midlife MOT.  The survey team are unsure of the reason for this inconsistency but it could be related to respondents asking about the definition of a midlife MOT in the use question. ↩

11. The “central estimate” includes those who wanted the website to continue but were willing to pay £0. Those who do not think the service should be continued are assumed to have a WTP level of £0 ↩