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.