Research and analysis

Exploring the communications preferences of different audience groups to support the take-up of new HMRC digital services

Research exploring the communications preferences of different audience groups to support the take-up of new HMRC digital services.

Documents

Exploring the communications preferences of different audience groups to support the take-up of new HMRC digital services

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Details

The objectives of the research were:

  • to explore the needs, attitudes and likely behaviours of different customer audiences towards HMRC offering digital services
  • to develop, refine and test statements/messages for different audiences
  • to identify the most appropriate channels to reach each customer group, including social media
  • explore customer reactions to ‘rationalised’ communications

The report outlines the findings from qualitative research speaking to a broad range of customers including PAYE customers, Self Assessment customers, small and medium enterprises (SMEs), customers requiring digital help (assisted digital), pensioners and agents.

Published 28 January 2016