---
title: "Intelligent Prompts Research"
ocid: "ocds-b5fd17-4a7a08bd-b138-4f46-a143-8eb3c9bfb869"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-4a7a08bd-b138-4f46-a143-8eb3c9bfb869"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-4a7a08bd-b138-4f46-a143-8eb3c9bfb869.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-4a7a08bd-b138-4f46-a143-8eb3c9bfb869.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "H M REVENUE & CUSTOMS"
published: "2023-04-25"
---

# Intelligent Prompts Research

Buyer: H M REVENUE & CUSTOMS  
Current stage: Award  
OCID: ocds-b5fd17-4a7a08bd-b138-4f46-a143-8eb3c9bfb869

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## Summary

The procurement process for the "Intelligent Prompts Research" contract was initiated by H M Revenue & Customs. The contract falls under the industry category of research and development services. The procurement method is selective, specifically calling off from a dynamic purchasing system. The tender period ended on 22nd March 2023, with the contract period lasting from 23rd March 2023 to 22nd December 2024. The total contract value is £70,000 GBP.

This tender presents an opportunity for businesses specialising in research and development services to compete for a contract with H M Revenue & Customs. The nature of the contract requires expertise in behavioural research and technology to develop intelligent prompts for taxpayers. Businesses able to provide innovative solutions for influencing customer behaviour through personalised prompts stand to benefit from this opportunity. Understanding how to create impactful prompts while working within budget constraints will be crucial for businesses pursuing this tender.

## Notice

This is a KAI Social Research contract intended to be let through the Research and Insights DPS. HMRC has previously used digital prompts to 'pop-up' messages to infuence customer behaviour in digital filing journeys with the aim to reduce errors made by customers submitting returns. The work involves presenting nudges to taxpayers as they make submissions, highlighting potential specific mistakes, general potential problems, and directing them to relevant guidance/support. New technology now allows for personalised 'intelligent' prompts, drawing on wider HMRC data sources which should be more impactful than basic prompts. Previous research supports the value of basic prompts, but we lack detailed understanding of the 'premium' and customer experience likely to be generated by intelligent prompts. HMRC's Digital Prompts (DP) Programme trialled some personalised examples for customers submitting their 20/21 returns. While these trials have provided preliminary quantitative data to begin to understand whether personalised prompts are effective, several limitatons during the trial(s) have prompted the need for qualitative research to hypothetically explore the extent to which inaccurate personalisation of messaging undermines trust between the taxpayer and HMRC. Qualitative research is required to draw out the comparison between blunt (basic) prompts and intelligent ones to explore whether the positive behavioural changes is from an intelligent prompt compares to a blunt (basic) prompt. Intelligent prompts are generally five-times more expensive to deisgn and build, and so understanding how much more valuable (if at all), the intelligent prompt might be, will have a big influence on the fudning needed and the scale of the application of the different options within a fixed budget. The original research design included eye-tracking with taxpayers completing a portion of the live tax return followed immediately by in-depth interviews by a 50/50 split - 50% exposed to a digital intelligent prompt and 50% exposed to a blunt (basic) prompt. However, due to issues surrounding the hiring of a suitably qualified contractor with eye-tracking expertise and sample feasibility that has arisen from existing intelligent prompt trials and subsequent quantitative research/evaluation, this approach will utilise hypothetical questions with taxpayers. Presenting examples of blunt (basic) prompts and intelligent prompts, therefore making the obtainability of the sample more feasible and representing value for money.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/1bb61a3b-c67a-442e-9012-2545e06c3a72 |
| Notice type | Award Notice |
| Procurement type | Dynamic |
| Procurement category | Goods |
| Procurement method | Selective |
| Procurement method details | Call-off from a dynamic purchasing system |
| Tender suitability | Not specified |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 25 Apr 2023 |
| Submission deadline | 22 Mar 2023 |
| Future notice date | Not specified |
| Award date | 22 Mar 2023 |
| Contract period | 23 Mar 2023 - 22 Dec 2024 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £70,000 |
| Lots value | Not specified |
| Awards value | £60,000 |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Not specified |
| Awards status | Active |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | H M REVENUE & CUSTOMS |
| Locality | SALFORD |
| Post town | Manchester |
| Postcode | M3 5BS |
| Country | England |
| ITL 1 | TLD North West (England) |
| ITL 2 | TLD3 Greater Manchester |
| ITL 3 | TLD34 Greater Manchester South West |
| Local authority | Salford |
| Electoral ward | Blackfriars & Trinity |
| Westminster constituency | Salford |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | NATIONAL CENTRE FOR SOCIAL RESEARCH |

## CPV Codes

### Divisions

- 73 - Research and development services and related consultancy services

### Codes

- 73000000 - Research and development services and related consultancy services

## Release History

- 25 Apr 2023 at 09:31 - AwardUpdate - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/1bb61a3b-c67a-442e-9012-2545e06c3a72
- 21 Apr 2023 at 13:32 - AwardUpdate - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/1bb61a3b-c67a-442e-9012-2545e06c3a72
- 21 Apr 2023 at 13:17 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/1bb61a3b-c67a-442e-9012-2545e06c3a72

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/1bb61a3b-c67a-442e-9012-2545e06c3a72
  25th April 2023 - Awarded contract notice on Contracts Finder
- https://www.contractsfinder.service.gov.uk/Notice/Attachment/6b17d3ae-de4a-49c9-9c95-d33852e27d3a

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-b5fd17-4a7a08bd-b138-4f46-a143-8eb3c9bfb869. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-4a7a08bd-b138-4f46-a143-8eb3c9bfb869.json.