The aim of the research was to measure the effectiveness of the 2017 Tax Credits advertising campaign by evaluating:
- awareness of the campaign – whether the new campaign had cut through
- comprehension of the key messages – whether customers understood they could renew online
- call to action – whether customers understood the need to renew online and to do so before the deadline
The qualitative research was conducted before and after the campaign among around 320 Tax Credit customers per wave.