Self Assessment campaign tracking research 2023 to 2024
Quantitative research with unrepresented Self Assessment customers exploring the effectiveness of the 2023 to 2024 advertising campaign.
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Each year HM Revenue and Customs (HMRC) runs a Self Assessment communications programme, encouraging people to file their Tax Return and pay money due by the 31 January deadline. This annual programme runs all year, with a peak from September to January. A paid-for advertising campaign is used as a final prompt between late December and the end of January, just ahead of the Self Assessment deadline.
This survey research was designed to understand the effectiveness of the 2023 to 2024 Self Assessment advertising campaign. Research was conducted in 2 waves. The first wave was carried out in November and December 2023, before the advertising campaign. It involved speaking to 557 unrepresented Self Assessment customers.
The second wave was carried out in February and March 2024, after the advertising campaign had taken place. It involved speaking to 571 unrepresented Self Assessment customers.