---
title: "Consumer Segmentation"
ocid: "ocds-h6vhtk-046ba1"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-046ba1"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-046ba1.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-046ba1.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "AHDB (DEFRA NETWORK ETENDERING PORTAL)"
published: "2024-09-27"
---

# Consumer Segmentation

Buyer: AHDB (DEFRA NETWORK ETENDERING PORTAL)  
Current stage: Award  
OCID: ocds-h6vhtk-046ba1

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## Summary

The Agriculture and Horticulture Development Board (AHDB), based in Coventry, UK, has successfully concluded the procurement process for its "Consumer Segmentation" project under the industry category of Market Research Services. This procurement used an open procedure and was intended to underpin AHDB's future strategy and marketing activities across multiple sectors including meat and dairy. The contract, valued at £260,000 for both segments, was awarded to A.C. Nielsen Company Limited (t/a NielsenIQ) on 1 August 2024. The procurement sought a comprehensive consumer segmentation based on purchasing behaviour and attitudes to enable more effective targeting beyond simple demographics. Key stages included the tender period closing on 26 June 2024 and the award announcement soon after.

This tender presents substantial growth opportunities, particularly for businesses specialising in market research and consumer analytics. Companies capable of delivering nuanced, behaviour-based segmentation stand to benefit significantly. The project requires the expertise to manage and interpret complex consumer data, making it ideal for businesses already versed in handling large-scale, multi-sectoral marketing research initiatives. For those looking to expand their footprint in the UK’s agricultural and horticultural sectors, collaborating on projects like this can enhance industry influence and open doors to further governmental contracts.

## Notice

Awarded - 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/s 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 can apply for one lot or both

### Lot Information

Lot 1

Awarded contract - AHDB intend 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/s 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 can apply for one lot or both

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/030887-2024 |
| Notice type | Tender Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Open procedure |
| Tender suitability | Not specified |
| Awardee scale | Large |
| All stages | Tender, Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 27 Sep 2024 |
| Submission deadline | 26 Jun 2024 |
| Future notice date | Not specified |
| Award date | 31 Jul 2024 |
| Contract period | 1 Sep 2024 - 15 Apr 2026 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £260,000 |
| Lots value | £260,000 |
| Awards value | Not specified |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Cancelled |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | AHDB (DEFRA NETWORK ETENDERING PORTAL) |
| Locality | COVENTRY |
| Post town | Coventry |
| Postcode | CV3 4SU |
| 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 | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | A.C. NIELSEN COMPANY LIMITED (T/A NIELSENIQ |

## CPV Codes

### Divisions

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

### Codes

- 79310000 - Market research services

## Release History

- 27 Sep 2024 at 07:03 - Award - Award Notice - https://www.find-tender.service.gov.uk/Notice/030887-2024
- 28 May 2024 at 09:15 - Tender - Tender Notice - https://www.find-tender.service.gov.uk/Notice/016577-2024

## Notice URLs

- http://www.nielseniq.com
- https://defra-family.force.com/s/Welcome
- https://www.gov.uk/government/organisations/agriculture-and-horticulture-development-board
- https://www.gov.uk/government/organisations/department-for-environment-food-rural-affairs

## 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-h6vhtk-046ba1. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-046ba1.json.