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

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.