Research and analysis

Tax credits campaign tracker

Quantitative research providing insight into customer awareness of tax credits and the online renewal rates for these.

• From: HM Revenue & Customs
• Published: 3 June 2019

Documents

Tax Credits Communications Campaign Tracking 2018

Ref: HMRC Research Report 536

PDF, 400 KB, 8 pages

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Details

HM Revenue Customs commissioned research to evaluate the annual tax credits advertising campaign, part of a wider tax credits campaign.

The research aimed to measure the effectiveness of an advertising campaign that ran from 18 June to 31 July 2018. The main objectives were to encourage claimants to renew their tax credits by the 31 July deadline, and to renew online.

It evaluated:

• claimaints’ awareness of the campaign
• claimants’ understanding of the main campaign messages
• what encouraged claimants to renew online
• whether claimants understood the need to renew online and whether they had renewed their claim

GfK conducted the research from May to October 2018 and there were 2 stages of fieldwork:

• May to June 2018, before the campaign began, to establish a baseline for awareness levels
• August to October 2018, after the campaign had finished, to establish how effective it had been

The research involved questionnaires and 625 face-to-face surveys with tax credits claimants.

Published 3 June 2019