---
title: "Audience Segmentation Refresh UID 120"
ocid: "ocds-h6vhtk-05f5dd"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-05f5dd"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-05f5dd.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-05f5dd.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "HISTORIC ENGLAND"
published: "2026-02-12"
---

# Audience Segmentation Refresh UID 120

Buyer: HISTORIC ENGLAND  
Current stage: Award  
OCID: ocds-h6vhtk-05f5dd

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## Summary

Historic England has completed the procurement process for its "Audience Segmentation Refresh UID 120" project, focusing on services within the market research industry category. Located in Swindon, the buying organisation contracted Morris Hargreaves McIntyre to refresh its audience segmentation data, a project aligned with Government Communication Service principles. The contract period extends from 11th February 2026 to 14th April 2026 with an award value of £30,000 GBP. This process followed an open competition procurement method and initially reached the tender stage on 15th December 2025, leading to the contract award phase as of 12th February 2026. Key dates involved include the tender submission closing on 16th January 2026.

This tender presents significant opportunities for businesses specialising in market, economic, and social research services, especially those aiming to support arts and heritage sectors in enhancing audience engagement strategies. Companies with expertise in integrating digital communication tools with evidence-based insights would find strong alignment with the project's objectives. The procurement process, involving a below-threshold open competition, emphasised quality (weighted at 70%) over price, indicating a preference for suppliers with robust methodologies and sector experience, potentially offering growth for businesses capable of delivering high-quality, innovative research solutions.

## 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 | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/012804-2026 |
| Notice type | UK7 - Contract Details Notice |
| Procurement type | Standard |
| Procurement category | Services |
| Procurement method | Open |
| Procurement method details | Below threshold - open competition |
| Tender suitability | Not specified |
| Awardee scale | Large |
| All stages | Tender, 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 | 11 Feb 2026 - 14 Apr 2026 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £30,000 |
| Lots value | £30,000 |
| Awards value | Not specified |
| Contracts value | £30,000 |

## Status

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

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | HISTORIC ENGLAND |
| Locality | SWINDON |
| 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 11:52 - Award - UK7 - Contract Details Notice - https://www.find-tender.service.gov.uk/Notice/012804-2026
- 15 Dec 2025 at 14:34 - Tender - UK4 - Tender Notice - https://www.find-tender.service.gov.uk/Notice/082957-2025

## Documents

- https://www.find-tender.service.gov.uk/Notice/012804-2026
  12th February 2026 - Contract details notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/082957-2025
  15th December 2025 - Tender notice on Find a Tender

## Notice URLs

- http://www.historicengland.org.uk
- https://in-tendhost.co.uk/historicengland/aspx/Home
- 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-05f5dd. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-05f5dd.json.