IWM/2526/APE/3466: Audience Segmentation Development Project for Imperial War Museums
Buyer: Imperial War Museums
- Published
- 13 November 2025
- Estimated value
- £112,500
- Place of performance
- UK
- Procedure
- Open procedure
- Lots
- 1
- Notice number
- 073486-2025
- Reference
- ocds-h6vhtk-0590c7
- Official source
- Official source
CPV codes
- 79300000Market and economic research; polling and statistics
- 79310000Market research services
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 ro…
Awards
| Awarded to | Amount | Date |
|---|---|---|
| DJS Research Ltd | £112,500 | 13 November 2025 |
Official publications
- FTS · 073486-2025 · 13 November 2025
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Frequently asked questions
- What is the estimated value of this tender?
- The estimated value published by the buyer is £112,500.
- Who is the buyer of this tender?
- The contracting authority is Imperial War Museums (United Kingdom).
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