Hippo’s Identity Director, Jim Small, is joined by Hippo CEO Adam Lewis, Senior User Researcher Lauren Gorton, and David Rennie, Chief Trust Officer at Orchestrating Identity, for the second webinar in the national identity series.
Together they focus on:
- What recent research reveals about how people in the UK understand digital identity, and why so many still approach the idea with uncertainty or confusion
- Why trust, accountability and public perception matter so much when people think about who should provide and oversee a national digital identity
- How the conversation needs to move beyond fears around centralised data and instead focus on practical value, everyday use and clearer public benefit
Qualitative insights concerning the UK Digital Identity scheme
Following the UK Government’s announcement of a Digital Identity scheme in September 2025, a number of surveys have explored public opinion on the proposal. Most of these studies focus on levels of support or opposition, but they often reveal little about how people actually understand the idea or why they feel the way they do.
To explore this further, Hippo commissioned qualitative research in December 2025, speaking in depth with members of the public about their understanding of digital identity and what shapes trust in the concept.
What’s inside this report?:
- Learn about misconceptions: A central finding of the research was a generally low familiarity with the specific details of the scheme among participants.
- Understand the need for clarity: The study highlights the challenge and the necessity of clear communication on a national identity scheme and its associated benefits.
- Explore citizens' needs: Security, convenience and trust were key to participants in this study. Security arose as the primary "deal-breaker" for successful adoption of digital IDs.
Latest identity articles and news from Hippo
Hippo’s Identity Director, Jim Small, is joined by Hippo CEO Adam Lewis, Senior User Researcher Lauren Gorton, and David Rennie, Chief Trust Officer at Orchestrating Identity, for the second webinar in the national identity series.
Together they focus on:
- What recent research reveals about how people in the UK understand digital identity, and why so many still approach the idea with uncertainty or confusion
- Why trust, accountability and public perception matter so much when people think about who should provide and oversee a national digital identity
- How the conversation needs to move beyond fears around centralised data and instead focus on practical value, everyday use and clearer public benefit
Qualitative insights concerning the UK Digital Identity scheme
Following the UK Government’s announcement of a Digital Identity scheme in September 2025, a number of surveys have explored public opinion on the proposal. Most of these studies focus on levels of support or opposition, but they often reveal little about how people actually understand the idea or why they feel the way they do.
To explore this further, Hippo commissioned qualitative research in December 2025, speaking in depth with members of the public about their understanding of digital identity and what shapes trust in the concept.
What’s inside this report?:
- Learn about misconceptions: A central finding of the research was a generally low familiarity with the specific details of the scheme among participants.
- Understand the need for clarity: The study highlights the challenge and the necessity of clear communication on a national identity scheme and its associated benefits.
- Explore citizens' needs: Security, convenience and trust were key to participants in this study. Security arose as the primary "deal-breaker" for successful adoption of digital IDs.