Self Assessment Campaign Tracking Research 2015/16 – Regional Boost in the West Midlands and Yorkshire and the Humber

Market Research MR130001 Framework Agreement contract

Self Assessment (SA) is the process by which around 10.8 million customers, including the Self Employed, Higher Rate taxpayers and appropriate Child Benefit recipients, declare and pay their tax liabilities each year. HMRC and formerly the Inland Revenue 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, as well as to generally promote a positive public view of HMRC and to raise awareness of the deadlines for filing returns. Every year the SA deadline is 31 January and usually paid-for marketing activity runs between 26 December and 31 January. The purpose of this research is to measure the effectiveness of the 2015/16 marketing campaign among the Self-Assessment audience. We intend to use the questionnaire developed for this work during previous waves (with an expectation of a few minor alterations if required).