Synopsis
Typically research about value for money or proposition development focuses on getting customers to articulate their thoughts, and there isn't usually a need to educate people to enable them to form their opinion. But when it comes to pensions, there aren't many who can say with confidence they know what they're paying into, where their money is going, and what it will mean in retirement.
For research design to work effectively, it depends on people having an existing understanding of the subject to give useful answers; an understanding of the point/relevance of specific features/details put in front of them,...