Research and analysis

Self Assessment Communications Campaign Tracking Report, 2015 to 2016

Research report summarising the tracking of Self Assessment communications, measuring the effectiveness of the 2016 Self Assessment campaign

From:
HM Revenue & Customs
Published
9 January 2017

Documents

Self-Assessment Tracking - Pre and post evaluation of the Self-Assessment campaign 2015-16

Ref: HMRC Research Report 441

PDF, 493 KB, 11 pages

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Details

The aim of the research was to measure the effectiveness of the 2015 to 2016 Self Assessment advertising campaign, by evaluating:

  • awareness of the campaign
  • comprehension of the key messages
  • call to action – whether customers understood the need to file before the 31 January deadline

The qualitative research was conducted pre and post campaign among 300 Self Assessment customers per wave.

Updates to this page

Published 9 January 2017

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