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  • The Department for Work and Pensions needed to understand attitudes towards planning and saving for retirement within the working age population.

    Asking consumers about personal financial affairs and their future is exceptionally tricky territory; and so providing actionable insight into how people couch their behaviours and attitudes was absolutely key.

    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 ability and appetite to plan and save.

    By thoroughly understanding the range of thinking and behaviour within the audience, a quantitative study could then be designed to best effect.

    Beyond affordability, key dimensions that emerged from the study included individual 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.