Research and analysis

Appendix B: Topic guide followed by interviewers

Updated 24 October 2024

Welcome and Introduction:

• Thank you for agreeing to take part in this research

• Introduce interviewer and notetaker (and their role)

• Purpose and aim of the interview

• Length of interview

• Incentive (£20 Love 2 Shop voucher)

• How participants information will be used

• Voluntary participation and right to withdraw

• Participant consent form is completed

• Any questions?

Part 1 - Background

The purpose of this section is to get some background about the participant, to understand their claims history, and add context behind their answers.

1. Which age band do you fall under?

• 65 to 69

• 70 to 74

• 75 to 79

• 80 to 84

• 85 to 90

• 90 and over

• No answer

2. Can you confirm what local authority area you live in?

3. You were sent two letters about claiming Pension Credit earlier in the year – one in July and a reminder letter in September.

• Yes

• No

• Other - please specify

I first want you to think about before you received these letters. Before receiving this letter, had you heard of Pension Credit before?

a. If yes, where did you hear about Pension Credit? Prompt – eg. TV adverts, online advert, family/ friends

b. Prompt – Can you be specific about this (eg. if online – what platform did you see this on – Twitter, Facebook)

c. If yes, what did you know about Pension Credit?

d. Did you think you would be entitled to Pension Credit?

e. Before the letter, did you know how to make a claim for Pension Credit?

4. Before receiving the letter, had you ever made a claim for Pension Credit before?

• If yes, can you tell us a bit about this claim? Was it successful/ unsuccessful?

• Do you remember why you stopped receiving Pension Credit?

5. I now want you to think about when you received the letters this year, inviting you to make a claim.

• Following the letter, did you make a claim for Pension Credit? (If no, skip to Q7.)

a. If yes, how did you make the claim?

• Online

• Telephone

• Post

• Other - please specify

b. If yes, why did you choose to claim this way?

c. If yes, did anyone help you apply? And who helped you to apply?

(eg. friend, family member, third party organisation, advisory organisation)

6. Have you heard from DWP if your claim was successful?

• Yes

• No

• Other - please specify

a. If yes, what was the outcome of the claim? Prompt – how did this decision make you feel?

• Successful award

• Unsuccessful

b. If unsuccessful, do you know why your claim was unsuccessful?

7. Before receiving the letters, other than Housing Benefit, have you ever been in receipt of any other benefits?

• Yes

• No

a. If yes, what benefits have you been in receipt of?

If claimed Q4– use Part 2

If did not claim Q4 – use Part 3

Part 2 - Triggers to claim

The purpose of this section is to gain insight into factors that lead the participant to claim. It is also a chance to explore if the letter worked as an effective nudge.

1. Did you claim after the first letter in July or the reminder letter that you received in September letter?

2. How long after receiving the letter did you make a claim?

3. What motivated you to make your claim? Prompt – can you explain your decision to make a claim? Prompt – what factors led you to make the claim ie. friend/ family, change in circumstances, need the extra money, thought it was worth a try, the letter.

a. If participant gave one answer, were there any other reasons/ factors that motivated you to claim?

4. Which factor was most important in prompting you to make a claim? Prompt – why was this factor the most important?

5. Do you think the letters influenced your decision to make a claim? If so, how and why?

6. Aside from the letter, have you seen or heard anything else about Pension Credit? If no, skip to Q7.

a. If yes, what did you see?

b. If yes, do you think that it was effective?

c. Did this lead you to make a claim? Prompt – why/ why not?

7. Before receiving the letters this year, have you ever made a claim for Pension Credit in the past?

• Yes

• No

• Other - please specify

a. If yes, Why did you make the claim for Pension Credit in the past?

b. If no, why didn’t you make a claim? Prompt – do you still think/ feel the same way?

• If yes, why do you still think/ feel this way?

• If not, why has your view changed? Do you think this is due to the letter?

Proceed to part 4

Part 3 – Barriers to Claiming

The purpose of this section is to gain insight into why the participant chose not to make a claim.

1. You said in the previous section that you did not make a claim for Pension Credit after you received the letters, why did you not make a claim?

a. If they gave one reason, are there any other factors that meant you didn’t make a claim?

2. What was the factor that stopped you from making a claim?

3. Aside from the letter, have you seen or heard anything else about Pension Credit? (If no, skip to Q4)

a. If yes, what did you see?

b. If yes, do you think that it was effective?

c. If yes, did this make you consider making a claim? Prompt – why/ why not?

4. What would make a difference in encouraging you to make a claim?

5. Before receiving the letters, have you ever made a claim for Pension Credit in the past?

• Yes

• No

• Other - please specify

a. If yes, why did you claim for Pension Credit in the past?

b. If no, why didn’t you make a claim? Prompt – do you still think/ feel the same way?

• If yes, why do you still think/ feel this way?

• If not, why has your view changed? Do you think this is due to the letter?

Proceed to part 4

Part 4 - The Letter

The purpose of this section is to gain initial reactions to the letter, gauge if the messaging was suitable and if it was understood by the participant. It also gives the participant an opportunity to provide suggestions of improvements.

Now we are going to talk about the letter and your initial reaction. Do you have a copy of the letter to hand that you can refer to?

If yes, briefly go over the content of the letter:

‘We are contacting you because you get Housing Benefit. Do you know you could also be getting Pension Credit which gives you extra money to help with everyday living costs?

You may have seen Pension Credit adverts on television, in the newspapers, on social media or heard about it on the radio. Pension Credit could make a big difference to you. Do not miss out.’

It then outlines how you can make a claim, and provides details of how you can do this online or by telephone.

There was also an accompanying flyer which said:

‘Already getting Housing Benefit? You could also be entitled to Pension Credit. Don’t miss out on an average of £3,500 a year plus Cost of Living Payments.’

The other side of the flyer said that if you are over State Pension age, you may be able to claim Pension Credit, even if you have savings. People who claim Pension Credit may also be able to get additional Cost of Living Payments, help with heating costs and a free TV licence if over 75. It then said you could be eligible if your weekly income is below £201.05, or £306.85 if you live with your partner, but this may be higher in some circumstances.

If no, ask if you can briefly read the letter to refresh their memory.

The letter says:

‘We are contacting you because you get Housing Benefit. Do you know you could also be getting Pension Credit which gives you extra money to help with everyday living costs?

You may have seen Pension Credit adverts on television, in the newspapers, on social media or heard about it on the radio. Pension Credit could make a big difference to you. Do not miss out.’

‘Please consider making a claim, it is quick and easy to do. You can claim online or by telephone.’

There was an accompanying leaflet, the leaflet says:

‘Already getting Housing Benefit? You could also be entitled to Pension Credit.

Don’t miss out on an average of £3,500 a year plus Cost of Living Payments.

If you are over State Pension age, you may be able to claim Pension Credit, even if you have savings. People who claim Pension Credit may also be able to get: additional Cost of Living Payments, help with heating costs and a free TV licence if over 75.

You could be eligible for Pension Credit if your weekly income is below £201.05 or, if you have a partner who lives with you, £306.85. The qualifying income level may be higher in some circumstances.

Don’t miss out’.

Note: All participants should have a copy of the letter to hand (original physical, copy of original physical or digital), however if not, please have the letter ready in case you need to read it/ refer to it.

1. Thinking back to when you opened this letter, what was your initial response?

Prompt – What did you think of it?

Prompt – How did it make you feel?

a. If participant did not read the letter, why did you not read the letter?

2. What was your understanding of the letter?

Prompt – How did you interpret the letter? (ie. did you think that this meant you were definitely eligible, or did you think that you may be eligible)

3. What do you think the purpose of the letter was?

4. Were there any things the letter said or any words that you found worked well, or encouraged you to make a claim?

Prompt – was there anything that stood out to you?

5. Were there any things the letter said or any words that did not work, or put you off making a claim?

6. You should have received a reminder letter in September, what was your reaction to this letter?

Prompt – did you read the follow up letter?

Prompt – why did you read/ not read the follow up letter?

a. If the participant did not claim, did the follow up letter have any impact?

Prompt – did the follow up letter encourage you to claim in any way?

Prompt – if yes, why? If no, why not?

7. Is there anything else you would like to tell us concerning the letter?

Prompt – Is there anything that you would have done differently?

Prompt – Is there anything you would have liked to see?

Prompt – Is there anything you think worked really well, or really did not work well?

8. How did you feel about the Department of Work and Pensions contacting you and inviting you to claim Pension Credit?

Prompt – How do you feel about the Department of Work and Pensions taking the lead and encouraging people to claim Pension Credit?

Prompt – How do you feel about the data the Department holds about you being used for this purpose?

Part 5 – Any other feedback

1. Is there anything that we haven’t discussed that you would like to mention?

2. Is there anything the notetaker would like to add/ follow up?

AOB/ Notes:

Closing:

Thank you again for your time and participation, it is greatly appreciated. Reminder of £20 Love 2 Shop Voucher.