Scope
Reference
APE3466
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
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Total value (estimated)
- £112,500 excluding VAT
- £135,000 including VAT
Above the relevant threshold
Contract dates (estimated)
- 1 December 2025 to 30 June 2026
- 7 months
Main procurement category
Services
CPV classifications
- 79300000 - Market and economic research; polling and statistics
- 79310000 - Market research services
Contract locations
- UK - United Kingdom
Participation
Particular suitability
- Small and medium-sized enterprises (SME)
- Voluntary, community and social enterprises (VCSE)
Submission
Enquiry deadline
22 September 2025, 4:00pm
Tender submission deadline
29 September 2025, 12:00pm
Submission address and any special instructions
Tenders may be submitted electronically
Yes
Languages that may be used for submission
English
Award decision date (estimated)
10 November 2025
Award criteria
| Name | Type | Weighting |
|---|---|---|
| Value for Money Assessment | Price | 20% |
| Presentation | Quality | 20% |
| Proposed project methodology | Quality | 15% |
| Experience and knowledge of best practice | Quality | 15% |
| Proposed management of contract | Quality | 10% |
| References | Quality | 10% |
| Social Value - Equal Opportunity | Quality | 5% |
| Social Value - Wellbeing | Quality | 5% |
Other information
Conflicts assessment prepared/revised
Yes
Procedure
Procedure type
Open procedure
Contracting authority
Imperial War Museums
- Public Procurement Organisation Number: PHRL-5691-LLXM
IWM London, Lambeth Road
London
SE1 6HZ
United Kingdom
Telephone: 0207 416 5000
Email: erowberry@iwm.org.uk
Region: UKI44 - Lewisham and Southwark
Organisation type: Public authority - central government