--- title: "IWM/2526/APE/3466: Audience Segmentation Development Project for Imperial War Museums" ocid: "ocds-h6vhtk-0590c7" canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0590c7" markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-0590c7.md" json_url: "https://d3tenders.com/contract/ocds-h6vhtk-0590c7.json" source: "Find A Tender Service" current_stage: "Award" buyer: "IMPERIAL WAR MUSEUMS" published: "2025-11-13" --- # IWM/2526/APE/3466: Audience Segmentation Development Project for Imperial War Museums Buyer: IMPERIAL WAR MUSEUMS Current stage: Award OCID: ocds-h6vhtk-0590c7 [View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-0590c7) [Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-0590c7.json) ## Summary The Imperial War Museums has completed its procurement process for the "Audience Segmentation Development Project," identified by reference number IWM/2526/APE/3466, managed through an open procedure. The project, focused on market and economic research services, aims to deliver an advanced audience segmentation system to better engage with the museum's diverse audiences. The contract was awarded to DJS Research Ltd, with a contract period starting on 1st December 2025 and ending on 30th June 2026. The process, now at the award stage with a notice published on 13th November 2025, signifies a substantial investment with a total award amount of £135,000, involving high-value service delivery. The procurement is underpinned by the regulations described in the UK Public General Act 2023/54, with the main activities to be implemented in the United Kingdom. Key deadlines included the end of the standstill period on 24th November 2025. This tender presents significant business expansion opportunities, especially for firms specializing in market research, audience analysis, or digital engagement. The successful completion of such a project could significantly enhance a company's portfolio, showcasing its capability to develop transformational strategies within the public sector. Companies facing growth in communications, marketing, and market research sectors would find this contract particularly beneficial due to its focus on wide-ranging, actionable segmentation models. This project supports small and medium-sized enterprises as the procurement process was open to such entities, although the winning supplier, DJS Research Ltd, is notable for its large-scale operation. The opportunity paves the way for impactful contributions towards strategic growth and engagement in cultural and public service domains. ## Notice Imperial War Museums (IWM) is seeking a research partner to develop a comprehensive and future-facing audience segmentation system. This new approach will replace our existing segmentation, created in 2015, and will be designed to reflect the full spectrum of IWM's audiences--both current and potential. The segmentation system should be transformational, enabling IWM to better understand and connect with diverse audience groups. It will inform and enhance decision-making across the organisation, supporting the development and promotion of public programming, exhibitions, events, digital content, and engagement initiatives. We are looking for a partner who can deliver a bespoke segmentation model that is inclusive, actionable, and embedded across IWM. The model should support teams in communications, marketing, digital, learning, and programming, and help us reach new audiences while continuing to serve existing ones effectively. This work will result in: - A set of audience segments that reflect both engaged and potential audiences. - A programme of internal engagement to ensure the segmentation is understood, adopted, and used across IWM. - The successful partner will play a key role in helping IWM build a shared language around audiences, enabling us to deepen our impact and broaden our reach. Access Code : 45EC6EXH35 To view this notice, please click here: https://www.delta-esourcing.com/delta/viewNotice.html?noticeId=994139057 ## Key Details | Field | Value | | --- | --- | | Publication source | Find A Tender Service | | Latest notice | https://www.find-tender.service.gov.uk/Notice/073486-2025 | | Notice type | UK6 - Contract Award Notice | | Procurement type | Standard | | Procurement category | Services | | Procurement method | Open | | Procurement method details | Open procedure | | Tender suitability | SME, VCSE | | Awardee scale | Large | | All stages | Tender, Award | ## Dates | Field | Value | | --- | --- | | Publication date | 13 Nov 2025 | | Submission deadline | 29 Sep 2025 | | Future notice date | Not specified | | Award date | 13 Nov 2025 | | Contract period | 1 Dec 2025 - 30 Jun 2026 | | Recurrence | Not specified | ## Values | Field | Value | | --- | --- | | Tender value | £112,500 | | Lots value | £112,500 | | Awards value | £112,500 | | Contracts value | Not specified | ## Status | Field | Value | | --- | --- | | Tender status | Complete | | Lots status | Complete | | Awards status | Pending | | Contracts status | Not specified | ## Buyer | Field | Value | | --- | --- | | Main buyer | IMPERIAL WAR MUSEUMS | | Locality | LONDON | | Post town | South East London | | Postcode | SE1 6HZ | | Country | England | | ITL 1 | TLI London | | ITL 2 | TLI4 Inner London - East | | ITL 3 | TLI44 Lewisham and Southwark | | Local authority | Southwark | | Electoral ward | St George's | | Westminster constituency | Bermondsey and Old Southwark | | Delivery location | Not specified | ## Supplier | Field | Value | | --- | --- | | Number of suppliers | 1 | | Supplier names | DJS RESEARCH | ## CPV Codes ### Divisions - 79 - Business services: law, marketing, consulting, recruitment, printing and security ### Codes - 79300000 - Market and economic research; polling and statistics - 79310000 - Market research services ## Release History - 13 Nov 2025 at 12:05 - Award - UK6 - Contract Award Notice - https://www.find-tender.service.gov.uk/Notice/073486-2025 - 29 Aug 2025 at 15:06 - Tender - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/052578-2025 ## Documents - https://www.find-tender.service.gov.uk/Notice/073486-2025 13th November 2025 - Contract award notice on Find a Tender - https://www.find-tender.service.gov.uk/Notice/052578-2025 29th August 2025 - Tender notice on Find a Tender ## Notice URLs - https://www.delta-esourcing.com - https://www.delta-esourcing.com/delta/viewNotice.html?noticeId=994139057 - https://www.legislation.gov.uk/ukpga/2023/54/contents ## 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-0590c7. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-0590c7.json.