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  • The Department for Work and Pensions need to understand attitudes towards planning and saving for retirement within the working age population.
    As a first stage Define conducted a detailed qualitative exploration of behaviours and motivations that would provide sharp insights into this territory. We were looking to identify all the dimensions which impact on propensity and ability to plan and save.

    By thoroughly understanding range of thinking and behaviour within the audience, a quantitative study could then be designed to best effect. Asking about finance and future are both exceptionally tricky and insight into how people couch their behaviours and attitudes is absolutely key.
    Beyond affordability, key dimensions that emerged included skills, knowledge and approach, confidence and perceived and actual preparedness.

    For more detailed information about the study, see DWP’s research summary or the full report.