Research and analysis

Pensions portfolio: communications tracking research, November 2012

Findings of research designed to enable DWP to track attitudes and behaviours in relation to pensions and later life and automatic enrolment, November 2012.

Documents

Pensions portfolio: communications tracking research, November 2012

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Details

This report contains the findings of tracking research commissioned by the Department for Work and Pensions (DWP) Professional Services Group Communications Directorate. The research was designed to enable DWP to track attitudes and intended/actual behaviours in relation to pensions and later life in general and automatic enrolment specifically, and to evaluate the success of the ‘I’m in’ advertising campaign in influencing these. The ‘I’m in’ campaign ran from mid-September to mid-October 2012, and this was evaluated using pre and post campaign measures.

Fieldwork was carried out by a third-party research company, GfK NOP, using their face-to-face omnibus survey, interviewing adults in Great Britain, aged between 22 and the State Pension Age.

Published 30 May 2013