Research and analysis

Pensions portfolio: communications tracking research, March 2013

Findings of research designed to enable DWP to track attitudes and behaviours in relation to pensions and later life and automatic enrolment, March 2013.

Documents

Pensions portfolio: communications tracking research, March 2013

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Details

This report contains the findings of tracking research commissioned by the DWP 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 launched in mid-September 2012 and ran until mid-October 2012. It was evaluated using pre- and post-campaign measures. The second campaign burst ran from mid-January 2013 to mid-March 2013. This report discusses the post-campaign research conducted to evaluate the second campaign burst.

Published 12 July 2013