---
title: "Audience Segmentation Refresh UID 120 - AWARD"
ocid: "ocds-b5fd17-7eb23065-da5f-49c0-9eae-75a5dbae05f0"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-7eb23065-da5f-49c0-9eae-75a5dbae05f0"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-7eb23065-da5f-49c0-9eae-75a5dbae05f0.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-7eb23065-da5f-49c0-9eae-75a5dbae05f0.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "HISTORIC ENGLAND"
published: "2026-02-12"
---

# Audience Segmentation Refresh UID 120 - AWARD

Buyer: HISTORIC ENGLAND  
Current stage: Award  
OCID: ocds-b5fd17-7eb23065-da5f-49c0-9eae-75a5dbae05f0

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## Summary

This public procurement contract process was conducted by Historic England, aiming to update its audience segmentation system, initially refreshed in 2021. The project, titled "Audience Segmentation Refresh UID 120," falls under the industry category of Market Research Services with additional classifications in Social and Economic Research Services. Located in Swindon, Wiltshire, United Kingdom, the procurement involves an open procedure and has reached the award stage, with the contract commencing on 12th February 2026 and ending on 14th April 2026. The contract was awarded to Morris Hargreaves McIntyre on 11th February 2026, with a total value of £30,000.

This tender presents strong opportunities for agencies specialising in market, social, and economic research services to support Historic England in aligning its strategies with evolving societal trends and Strategic Priorities. It offers a chance for growth to businesses adept in evidence-based communications and behavioural insights, although opportunities are not specifically aimed at SMEs or VCSEs. Organisations with expertise in developing sophisticated and adaptable segmentation strategies can benefit by contributing towards the inclusive engagement efforts shared across various arts, culture, and heritage organisations.

## Notice

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.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/85a4dc40-3106-4cf3-b0fa-3c46efd6cb30 |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure |
| Tender suitability | Not specified |
| Awardee scale | Not specified |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 12 Feb 2026 |
| Submission deadline | 16 Jan 2026 |
| Future notice date | Not specified |
| Award date | 11 Feb 2026 |
| Contract period | 12 Feb 2026 - 14 Apr 2026 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | £30,000 |
| 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 | HISTORIC ENGLAND |
| Locality | WILTSHIRE |
| Post town | Swindon |
| Postcode | SN2 2EH |
| Country | England |
| ITL 1 | TLK South West (England) |
| ITL 2 | TLK7 Gloucestershire and Wiltshire |
| ITL 3 | TLK71 Swindon |
| Local authority | Swindon |
| Electoral ward | Mannington and Western |
| Westminster constituency | Swindon South |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | MORRIS HARGREAVES MCINTYRE |

## CPV Codes

### Divisions

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

### Codes

- 79310000 - Market research services
- 79311400 - Economic research services
- 79315000 - Social research services

## Release History

- 12 Feb 2026 at 11:43 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/85a4dc40-3106-4cf3-b0fa-3c46efd6cb30

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/85a4dc40-3106-4cf3-b0fa-3c46efd6cb30
  12th February 2026 - Awarded contract notice on Contracts Finder

## 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-b5fd17-7eb23065-da5f-49c0-9eae-75a5dbae05f0. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-7eb23065-da5f-49c0-9eae-75a5dbae05f0.json.