Research and analysis

Exploring the communications preferences of different audience groups to support the take-up of new HMRC digital services

Research exploring the communications preferences of different audience groups to support the take-up of new HMRC digital services.

From:
HM Revenue & Customs
Published
28 January 2016

Documents

Exploring the communications preferences of different audience groups to support the take-up of new HMRC digital services

PDF, 297 KB, 12 pages

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Details

The objectives of the research were:

  • to explore the needs, attitudes and likely behaviours of different customer audiences towards HMRC offering digital services
  • to develop, refine and test statements/messages for different audiences
  • to identify the most appropriate channels to reach each customer group, including social media
  • explore customer reactions to ‘rationalised’ communications

The report outlines the findings from qualitative research speaking to a broad range of customers including PAYE customers, Self Assessment customers, small and medium enterprises (SMEs), customers requiring digital help (assisted digital), pensioners and agents.

Updates to this page

Published 28 January 2016

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