Real Time Information (RTI) is aimed at improving PAYE for employers, taxpayers and HM Revenue and Customs (HMRC). RTI is considered essential to the successful introduction of Universal Credit by the Department of Work and Pensions.
In 2013, HMRC issued a Real Time Information marketing campaign over press, online and radio channels. The focus of the campaign was on the action that needed to be taken by businesses with fewer than 10 employees to align with the new RTI requirements – especially software requirements.
As part of the campaign, the Cabinet Office required that the activity be tracked, in order to determine its effectiveness. This involved research before the campaign, to establish a baseline, and after the campaign, to establish its impact. The overall objective of the research was to determine how the marketing campaign performed.