Each year in June, millions of people in receipt of Tax Credits are asked by HM Revenue and Customs (HMRC) to renew their claim by completing and posting a form, responding online or calling the helpline. HMRC provides guidance notes (as part of the renewals pack) to support this process.
This research study aimed to explore overall responses to the new (prototype) guidance with a range of Tax Credits customers – considering both the content of the notes and the overall ‘look and feel’. Specifically, the research aimed to explore:
- How far the guidance notes meet the needs of customers
- How clear and easy they are to understand
- How far customers use the notes rather than writing to or telephoning HMRC
- How effective they are at driving traffic to the website (for renewals)
Ipsos MORI conducted 20 depth interviews and one group discussion (with five participants) in London between 19th November and 2nd December. The depth interviews explored design and content of the guidance notes and the group discussion focused exclusively on design. Participants were recruited to include a cross section of Tax Credits customers.