Research and analysis

New State Pension: qualitative research on the ideal customer journey

This report contains the findings of qualitative research for the development of the new State Pension.



This report presents the findings from an open exploration of the ideal ‘customer journey’ for the new State Pension.

We commissioned the research to:

  • improve our understanding of what people reaching State Pension age after the introduction of the new State Pension want and need from the State Pension service
  • provide a starting point for designing the customer journey process

We will conduct further customer insight to aid the development of the service.

Authors: Lorna Adams, Alistair Kuechel, Alasdair Stuart, Gill Stewart and Sarah Coburn

Published 24 October 2014