---
title: "GB-Houghton Regis: Customer Segmentation and Personas"
ocid: "ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "ALDWYCK HOUSING GROUP"
published: "2019-08-12"
---

# GB-Houghton Regis: Customer Segmentation and Personas

Buyer: ALDWYCK HOUSING GROUP  
Current stage: Award  
OCID: ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da.json)

## Summary

The procurement process involves Aldwyck Housing Group, which requires a service provider to conduct a customer segmentation study focused on behavioural and attitudinal factors rather than standard demographic data. This tender, titled "Customer Segmentation and Personas," falls under the market research services category, specifically within the East of England, United Kingdom. The procurement has been completed, with the contract awarded to Social Engine on 2nd August 2019. The contract period is set to begin on 2nd September 2019 and conclude by 1st September 2020, with a contract value of £52,032. The procurement method adopted was an open procedure.

This tender presents significant opportunities for businesses, especially for those that specialise in market research, customer analysis, and segmentation services. Organisations with expertise in developing customer personas and behavioural insights will find this contract particularly appealing. The successful bidder is expected to have an understanding of the needs and aspirations of diverse customer bases, making it ideal for small to medium enterprises as well as voluntary and community sector enterprises looking to expand their portfolio in public sector consulting and research services.

## Notice

Aldwyck Housing Group and Catalyst Housing Group require a service provider to create a behavioural and attitudinal segmentation of our residents. This is as opposed to the standard demographic segmentation that is available elsewhere. We want to know who our customers are, what their needs and aspirations are for the services we currently provide, and what they want us to deliver going forward. Currently, when we describe our customers, we tend to talk in terms of what type of housing they live in such as general rented, homeowner, supported housing. We want to describe our customers in a different way, by what their needs, wants and aspirations are. We think the best way to understand our customers' needs and demands is to ask them. From the segmentation outcomes, we will require the chosen provider to design personas to describe the different types of customers we have. Additional information: The contracting authority considers that this contract may be suitable for economic operators that are small or medium enterprises (SMEs). However, any selection of tenderers will be based solely on the criteria set out for the procurement.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/a403e333-102b-4f27-83ab-3287418c226d |
| Notice type | Award Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure |
| Tender suitability | VCSE |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 12 Aug 2019 |
| Submission deadline | 2 Aug 2019 |
| Future notice date | Not specified |
| Award date | 1 Aug 2019 |
| Contract period | 1 Sep 2019 - 1 Sep 2020 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £52,032 |
| Lots value | Not specified |
| Awards value | £52,032 |
| 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 | ALDWYCK HOUSING GROUP |
| Locality | LONDON |
| Post town | West London |
| Postcode | W5 2AU |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI7 Outer London - West and North West |
| ITL 3 | TLI73 Ealing |
| Local authority | Ealing |
| Electoral ward | Ealing Broadway |
| Westminster constituency | Ealing Central and Acton |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | SOCIAL ENGINE |

## CPV Codes

### Divisions

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

### Codes

- 79310000 - Market research services

## Release History

- 12 Aug 2019 at 14:52 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/a403e333-102b-4f27-83ab-3287418c226d

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/a403e333-102b-4f27-83ab-3287418c226d
  12th August 2019 - Awarded contract notice on Contracts Finder
- https://www.delta-esourcing.com/delta/respondToList.html?noticeId=421746182
  Please follow this link to view the notice.

## 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-af795b35-ba40-474e-a1f2-a7a1a00657da. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da.json.