# 2024-709 Consumer Segmentation

> A sourced UK public sector contract award published by AHDB.

## Key facts

- Buyer: [AHDB](/buyers/ahdb/contract-awards)
- Supplier: NielsenIQ
- Award value: £260,000
- Tender value: £260,000
- Award date: 1 August 2024
- Published: 25 September 2024
- Contract start: 2 September 2024
- Contract end: 1 September 2025
- Stage: awarded
- Procurement category: services
- Notice ID: 31945ff2-874c-4be6-a59a-5bfa250e85ae-788356
- OCID: ocds-b5fd17-72fa034d-98b1-47c2-bdfc-13c71e8a19c5

## Description

Award notice for Consumer Segmentation tender\. 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 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 £180,000 including VAT is available for year 1 including the creation and upkeep of the segmentation\. Lot Two - Dairy a budget of £80,000 including VAT is available for year 1 including the creation and upkeep of the segmentation\. Suppliers could apply for one lot or both\.

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## Source

[View the original notice on Contracts Finder](https://www.contractsfinder.service.gov.uk/Notice/31945ff2-874c-4be6-a59a-5bfa250e85ae-788356)