Imperial War Museums: IWM/2526/APE/3466: Audience Segmentation Development Project for Imperial War Museums

UK-London: Market and economic research; polling and statistics.

Scope

Description: Imperial War Museums (IWM) is seeking a research partner to develop a comprehensive and future-facing audience segmentation system. This new approach will replace our existing segmentation, created in 2015, and will be designed to reflect the full spectrum of IWM’s audiences—both current and potential.

The segmentation system should be transformational, enabling IWM to better understand and connect with diverse audience groups. It will inform and enhance decision-making across the organisation, supporting the development and promotion of public programming, exhibitions, events, digital content, and engagement initiatives.

We are looking for a partner who can deliver a bespoke segmentation model that is inclusive, actionable, and embedded across IWM. The model should support teams in communications, marketing, digital, learning, and programming, and help us reach new audiences while continuing to serve existing ones effectively.

This work will result in:
- A set of audience segments that reflect both engaged and potential audiences.
- A programme of internal engagement to ensure the segmentation is understood, adopted, and used across IWM.
- The successful partner will play a key role in helping IWM build a shared language around audiences, enabling us to deepen our impact and broaden our reach.

Access Code : 45EC6EXH35
For more information about this opportunity, please visit the Delta eSourcing portal at:
https://www.delta-esourcing.com/tenders/UK-UK-London:-Market-and-economic-research%3B-polling-and-statistics./45EC6EXH35

To respond to this opportunity, please click here:
https://www.delta-esourcing.com/respond/45EC6EXH35

Total value (estimated):

GBP 112,500 excluding VAT GBP 135,000 including VAT

Description

Contract dates (estimated)
01/12/2025 to 30/06/2026
CPV Classifications:
79300000 - Market and economic research; polling and statistics. 79310000 - Market research services.
   
Contract can be extended:
No

Extension Date:


Delivery regions:
UK UNITED KINGDOM

Award criteria:
Quality criterion - Name: Proposed project methodology / Weighting: 15
Quality criterion - Name: Experience and knowledge of best practice / Weighting: 15
Quality criterion - Name: Proposed management of contract / Weighting: 10
Quality criterion - Name: Social Value - Equal Opportunity / Weighting: 5
Quality criterion - Name: Social Value - Wellbeing / Weighting: 5
Quality criterion - Name: Value for Money Assessment / Weighting: 20
Quality criterion - Name: References / Weighting: 10
Quality criterion - Name: Presentation / Weighting: 20


   

Submission

Enquiry deadline: 22/09/2025 Time: 16:00Tender submission deadline: 29/09/2025 Time: 12:00
Submission address and any special instructions: https://www.delta-esourcing.com
An electronic auction will be used: No
Languages that may be used for submission: English, Award decision date (estimated): 10/11/2025

Procedure

Procedure type: Open procedure

Contracting authority

       Imperial War Museums, PHRL-5691-LLXM
       IWM London, Lambeth Road, London, SE1 6HZ, United Kingdom
       Tel. 0207 416 5000, Email: erowberry@iwm.org.uk
       Address of the buyer profile: www.iwm.org.uk

Organisation type: MINISTRY
Devolved regulations that apply: None