Research and analysis

Help to Save: understanding customer behaviour during the trial

Qualitative research to providing insight into the customer experience of the trial phase of Help to Save.


Research to understand customer behaviours during the trial of Help to Save

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HMRC commissioned this research to explore customer perceptions, experiences and behaviours when participating in the trial phase of Help to save.

This included:

  • identifying barriers to saving and ways to encourage saving
  • exploring how the scheme affects attitudes towards saving
  • exploring the extent to which the features of the online account facilitate habitual saving behaviour

The overall aim was to understand what can be learned from the trial phase of Help to Save to identify any potential improvements to the scheme.

The research was carried out by Kantar Public between April and November 2018.

Published 28 February 2019