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Demand for, and perceptions of, information, advice and guidance

A research study conducted for the Guidance Council by MORI

The provision of information, advice and guidance (IAG) for learning and work is critical to the government’s achievement of key targets relating to skills development, training and employment – and therefore to the nation’s future productivity and economic success. So what do adults in England think about the IAG services available to them?

In 2004, MORI asked a nationally representative sample of 1,548 people for their views on the relevance and perceived benefits of accessing IAG services, and also how satisfied they were with services received. The aim was to explore the experiences and attitudes of both users and non-users of IAG, to inform the development of future services.

This report builds on the baseline study commissioned by the Guidance Council, and also conducted by MORI (Demand for Information, Advice and Guidance) in 2000. The present study has been expanded to look in more detail at:

Employers continue to be regarded as the most useful source of IAG, although the Internet is growing in importance. Demand for IAG remains inextricably linked to demand for new skills, a new job and career progression – as evidenced by the ‘hard’ and ‘soft’ outcomes detailed in this report.

The results will be of interest to policy makers and providers of IAG services as they seek to engage hard-to-reach groups. Targeted strategies are needed to improve access, increase awareness and promote wider use of IAG – and tackling negative attitudes and motivational barriers is key.

A Summary Report highlighting key issues for information, advice and guidance policy makers and practitioners is also available.

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