Research and analysis

Self Assessment communications campaign tracking report, 2016 to 2017

Research report summarising the tracking of Self Assessment communications, measuring the effectiveness of the 2016 to 2017 Self Assessment campaign.

From:
HM Revenue & Customs
Published
10 July 2018

Documents

Self-Assessment Tracking - Pre and post evaluation of the Self-Assessment campaign 2016-17

Ref: HMRC Research Report 497

PDF, 460 KB, 10 pages

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Details

The aim of the research was to measure the effectiveness of the 2016 to 2017 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 before and after the campaign among 300 Self Assessment customers per wave.

Updates to this page

Published 10 July 2018

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