Research and analysis

Self Assessment Communications Campaign Tracking Report, 2015 to 2016

Research report summarising the tracking of Self Assessment communications, measuring the effectiveness of the 2016 Self Assessment campaign

• From: HM Revenue & Customs
• Published: 9 January 2017

Documents

Self-Assessment Tracking - Pre and post evaluation of the Self-Assessment campaign 2015-16

Ref: HMRC Research Report 441

PDF, 493 KB, 11 pages

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Details

The aim of the research was to measure the effectiveness of the 2015 to 2016 Self Assessment advertising campaign, by evaluating:

• awareness of the campaign
• comprehension of the key messages
• call to action – whether customers understood the need to file before the 31 January deadline

The qualitative research was conducted pre and post campaign among 300 Self Assessment customers per wave.

Published 9 January 2017