Research and analysis

Personal Tax Account Research

Research to understand customers’ current digital behaviours and attitudes and how HMRC can maximise uptake of the Personal Tax Account.

• From: HM Revenue & Customs
• Published: 23 July 2018

Documents

Personal Tax Account Research

Ref: HMRC Research Report 503

PDF, 605 KB, 23 pages

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Details

HMRC commissioned research to explore customer attitudes and preferences towards digital services, specifically looking at the Personal Tax Account (PTA).

The key overall objectives for this project were to:

• improve understanding of what customers want from the PTA

• understand how HMRC can maximise uptake of this service and retain customers in the digital channel

• feed into the development of services and functions within the PTA

The research was carried out by Kantar Public (formerly known as TNS BMRB) and took place between January and November 2016. It also ran alongside two separate, but related, research projects - the Digital Contact Channel and digital segmentation research projects.

The research involved a mixed method approach, combining primary qualitative and quantitative research, to gain a comprehensive understanding of customers. Qualitative fieldwork was conducted between 14 March and 15 April 2016. Quantitative fieldwork was conducted from 10 June to 27 June 2016. The qualitative stage consisted of 16 x 3.5 hour focus groups across the whole of the UK, alongside 16 x 90 minute depth interviews with Assisted Digital customers. The primary quantitative research was carried out using the Lightspeed Research online access panel.

Published 23 July 2018