The Universal Credit Survey 2025

Research background

Ipsos conducted a large-scale quantitative survey to explore Universal Credit () customers' characteristics, as well as their knowledge and understanding of . The survey also investigated aspirations towards work and progression, barriers, and support needs to better understand customer experiences.

Additionally, the Department for Work and Pensions evaluated the effectiveness of incentives (shopping vouchers) in increasing survey response rates among customers.

Contribution to the evidence base

This research provided with in-depth insight into how much customers know about and its incentives, what their attitudes are to work and earning more, their barriers and support needs. The survey has revisited topics explored in previous work, for example reasons for claiming, understanding of work incentives, support from Work Coaches and childcare offer, and also covered new topics to reflect increasing policy interest such as the use of advances, changes of circumstances and self-employment.

The findings from the survey participation incentives trial contribute to the department's wider evidence base on what makes an effective and value-for-money research design.

Research value

This research has helped the department to better understand customers' knowledge of and its incentives, their work aspirations and the barriers and support needs. It also provided some quantitative insight into the effectiveness of existing jobcentre support and work incentives on , such as childcare support offer, the taper and work allowance.

In addition, the findings from the 2025 survey will contribute to 's broader evidence base on how is working in practice. This includes contributing evidence to the department's ongoing review of , which is examining how is working for customers.

In particular, the survey provides up to date claimant perspectives on incentives, understanding of the system, and barriers to work, which will help inform ongoing policy development across .