Customer perceptions of personalised digital prompts
Externally commissioned research exploring customer perceptions of personalised digital prompts in online Self Assessment forms.
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HM Revenue and Customs (HMRC) commissioned the independent research organisation, National Centre for Social Research (NatCen), to undertake quantitative research exploring customer perceptions of digital prompts with varying levels of personalisation within online Self Assessment forms.
The research was conducted between May 2023 and June 2023 and consisted of 45 in-depth interviews with taxpayers who had completed an online Income Tax Self Assessment in the last 12 months, without the help of a paid intermediary.
The interviews involved the use of hypothetical taxpayer scenarios and interview stimuli, to present participants with prompts featuring different levels of personalisation and focused on certain groups of interest.