Award

Audience Segmentation Refresh UID 120

HISTORIC ENGLAND

This public procurement record has 2 releases in its history.

Award

12 Feb 2026 at 11:52

UK7 - Contract Details Notice
Tender

15 Dec 2025 at 14:34

UK4 - Tender Notice
Summary of the contracting process

Historic England has completed the procurement process for its "Audience Segmentation Refresh UID 120" project, focusing on services within the market research industry category. Located in Swindon, the buying organisation contracted Morris Hargreaves McIntyre to refresh its audience segmentation data, a project aligned with Government Communication Service principles. The contract period extends from 11th February 2026 to 14th April 2026 with an award value of £30,000 GBP. This process followed an open competition procurement method and initially reached the tender stage on 15th December 2025, leading to the contract award phase as of 12th February 2026. Key dates involved include the tender submission closing on 16th January 2026.

This tender presents significant opportunities for businesses specialising in market, economic, and social research services, especially those aiming to support arts and heritage sectors in enhancing audience engagement strategies. Companies with expertise in integrating digital communication tools with evidence-based insights would find strong alignment with the project's objectives. The procurement process, involving a below-threshold open competition, emphasised quality (weighted at 70%) over price, indicating a preference for suppliers with robust methodologies and sector experience, potentially offering growth for businesses capable of delivering high-quality, innovative research solutions.

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Notice Information

Notice Title

Audience Segmentation Refresh UID 120

Notice Description

Historic England last refreshed its audience segmentation system in 2021, to enable wider application across the organisation and to better align with digital and professional audiences. The segmentation system is now embedded into the work Historic England does across public engagement and communications. We have also shared the segments with other arts, culture and heritage organisations as a tool to support inclusive audience engagement as part of our sector leadership role. Four years on, both society and Historic England's Strategic Priorities have evolved. We are looking for an agency to refresh the data our segments are built on, to ensure our segments are up to date both societally and organisationally, and align with Government Communication Service (GCS) principles for effective, evidence-based communications and behavioural insight.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-05f5dd
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/012804-2026
Current Stage
Award
All Stages
Tender, Award

Procurement Classification

Notice Type
UK7 - Contract Details Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Below threshold - open competition
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79310000 - Market research services

79311400 - Economic research services

79315000 - Social research services

Notice Value(s)

Tender Value
£30,000 Under £100K
Lots Value
£30,000 Under £100K
Awards Value
Not specified
Contracts Value
£30,000 Under £100K

Notice Dates

Publication Date
12 Feb 20261 weeks ago
Submission Deadline
16 Jan 2026Expired
Future Notice Date
Not specified
Award Date
11 Feb 20261 weeks ago
Contract Period
11 Feb 2026 - 14 Apr 2026 1-6 months
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Complete
Awards Status
Active
Contracts Status
Active

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
HISTORIC ENGLAND
Contact Name
Jagger Biggs
Contact Email
procurement-he@historicengland.org.uk
Contact Phone
Not specified

Buyer Location

Locality
SWINDON
Postcode
SN2 2EH
Post Town
Swindon
Country
England
Major Region (ITL 1)
TLK South West (England)
Basic Region (ITL 2)
TLK7 Gloucestershire and Wiltshire
Small Region (ITL 3)
TLK71 Swindon
Delivery Location
Not specified
Local Authority
Swindon
Electoral Ward
Mannington and Western
Westminster Constituency
Swindon South

Supplier Information

Number of Suppliers
1
Supplier Name

MORRIS HARGREAVES MCINTYRE

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts. 

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