Research to understand reassurance needs of customer to inform development of levers and encouraging take up of the Personal Tax Account

Contract summary

Industry

• Research and development services and related consultancy services - 73000000

Location of contract

Any region

Value of contract

£64,693

Procurement reference

17/18 MTD 02

Published date

8 March 2018

Closing date

20 June 2017

Contract start date

18 July 2017

Contract end date

27 October 2017

Contract type

Not applicable

Procedure type

Call-off from a framework agreement

Contract is suitable for SMEs?

Yes

Contract is suitable for VCSEs?

No

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Description

Assignment under the Market Research MR130001 Agreement Contract.
The aim of this research was to understand the customer need for reassurance, certainty and trust within HMRC digital channels and specifically within the PTA. The research sought to answer the following objectives:
1. To understand how customers view their responsibilities for their tax affairs.
2. Understand the customer need for reassurance, certainty and trust when meeting tax obligations.
3. Explore customer awareness and understanding of HMRC digital services.
4. Identify barriers to using PTA and what support is needed to address these.
5. Design levers and ideas to influence reassurance and trust.
6. Test and optimise existing concepts that HMRC is using or considering
Customer uses and expectations of digital services differed slightly depending on the tax group, their previous experiences with HMRC and how confident they felt about getting their tax right.

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Award information

Awarded date

26 June 2017

Contract start date

18 July 2017

Contract end date

27 October 2017

Total value of contract

£64,693

This contract was awarded to 1 supplier.

IPSOS RESEARCH LTD

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About the buyer

Contact name

Olayinka Ege

Address

100 Parliament Street
London
SW1A 2BQ
England

Email

olayinka.ege@hmrc.gsi.gov.uk