Self Assessment Campaign Tracking Research 2016/17 – Pre-wave

Assignment under the Market Research MR130001 Agreement Contract.

Self Assessment (SA) is the process by which around 10.8 million customers, declare and pay their tax liabilities each year. HMRC has been running a Self Assessment communications campaign since 1995. The current campaign is designed to encourage individuals to complete their tax returns online and on time, raise awareness of the deadlines for filing returns and focuses on people finding ‘inner peace’ once they have completed their tax return. The objective of the campaign is to encourage all SA taxpayers to file and pay their returns by 31 January, with a particular focus on procrastinators –unrepresented – who file just on or before the deadlines and are most at risk of being late. The purpose of this research is to measure the effectiveness of the 2016/17 marketing campaign among the Self-Assessment audience.