Tracking the Individuals Segment Survey 2009

The ATO commissioned Colmar Brunton Social Research to conduct tracking against baseline measures collected June - July 2006.

The Tracking the Individuals Segment Survey was first conducted in 2006 and profiled seven sub-segments of the Individuals market (Investors, Youth, Families, Employees, Seniors, Indigenous and Non-English speaking background). It established baseline measures of:

awareness, attitudes and behaviour in relation to compliance with the tax system
perceptions of the extent to which the ATO and its products help people to comply, and
feedback from individuals on general written advice and specific ATO products.

In 2009, the survey was repeated and four of the original seven Individuals sub-segments were profiled in greater detail and compared against the original survey. Those four sub-segments were:

Investors
Students (incorporating the Youth sub-segment from the 2006 research)
Employees
Retirees (incorporating the Seniors sub-segment from the 2006 research).

Download the complete Tracking the Individuals Segment Survey 2009 (PDF, 4.81MB) research report.

Last Modified: Wednesday, 14 July 2010

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