---
title: "2024-709 Consumer Segmentation"
ocid: "ocds-b5fd17-72fa034d-98b1-47c2-bdfc-13c71e8a19c5"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-72fa034d-98b1-47c2-bdfc-13c71e8a19c5"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-72fa034d-98b1-47c2-bdfc-13c71e8a19c5.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-72fa034d-98b1-47c2-bdfc-13c71e8a19c5.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "AHDB"
published: "2024-09-25"
---

# 2024-709 Consumer Segmentation

Buyer: AHDB  
Current stage: Award  
OCID: ocds-b5fd17-72fa034d-98b1-47c2-bdfc-13c71e8a19c5

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## Summary

AHDB, based in Coventry, UK, has completed an open procurement for consumer segmentation services, focusing on meat and dairy sectors. The contract, valued at £260,000, was awarded to NielsenIQ. The successful supplier is tasked to develop and deliver the segmentation system, based on purchasing behaviour and attitudes, to support AHDB's future strategy and marketing activities. The award was published on 25th September 2024, and the contract period runs from 2nd September 2024 to 1st September 2025.

This contract offers significant opportunities for market research firms, especially those specialising in consumer analytics. It is particularly suitable for SMEs with expertise in market research and data analytics. The detailed consumer segmentation required by AHDB ensures that businesses can contribute valuable insights across its multiple sectors, thus positioning themselves as key partners in the agricultural and food industries.

## Notice

Award notice for Consumer Segmentation tender. AHDB intended to procure a Contract to a successful Supplier/s for the provision of Consumer Segmentation. The requirements is split into Lot One - Meat and Lot Two - Dairy. The successful supplier will be required to deliver and develop a Consumer Segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes and should work across multiple AHDB sectors. The aim of the segmentation is to allow AHDB to have a common 'language' for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics. Lot One - Meat a budget of PS180,000 including VAT is available for year 1 including the creation and upkeep of the segmentation. Lot Two - Dairy a budget of PS80,000 including VAT is available for year 1 including the creation and upkeep of the segmentation. Suppliers could apply for one lot or both.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/31945ff2-874c-4be6-a59a-5bfa250e85ae |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure (above threshold) |
| Tender suitability | SME |
| Awardee scale | SME |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 25 Sep 2024 |
| Submission deadline | 26 Jun 2024 |
| Future notice date | Not specified |
| Award date | 31 Jul 2024 |
| Contract period | 1 Sep 2024 - 1 Sep 2025 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £260,000 |
| Lots value | Not specified |
| Awards value | £260,000 |
| 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 | AHDB |
| Locality | COVENTRY |
| Post town | Coventry |
| Postcode | CV3 4PE |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG1 Herefordshire, Worcestershire and Warwickshire |
| ITL 3 | TLG13 Warwickshire CC |
| Local authority | Warwick |
| Electoral ward | Cubbington & Leek Wootton |
| Westminster constituency | Kenilworth and Southam |
| Delivery location | TLG West Midlands (England) |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | NIELSENIQ |

## CPV Codes

### Divisions

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

### Codes

- 79310000 - Market research services

## Release History

- 25 Sep 2024 at 11:24 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/31945ff2-874c-4be6-a59a-5bfa250e85ae

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/31945ff2-874c-4be6-a59a-5bfa250e85ae
  25th September 2024 - Awarded contract notice on Contracts Finder
- https://www.contractsfinder.service.gov.uk/Notice/Attachment/eed96e85-d602-4565-83c6-f0bde1e74c7b
  Redacted contract

## 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-b5fd17-72fa034d-98b1-47c2-bdfc-13c71e8a19c5. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-72fa034d-98b1-47c2-bdfc-13c71e8a19c5.json.