Provision of Audience Segmentation Research on Public Acceptability of Data - AWARD

The purpose of the procurement is to commission a single supplier to create a bespoke segmentation with the public for the Office for National Statistics (ONS). The research itself is to identify targetable audience segments and gain deeper understanding of; their drivers, attitudes, barriers, motivations, and behaviours relating to the collection, processing, and sharing of data, their attitudes towards ONS and more about their lifestyles and what/who influences them.

The segmentation produced will inform ONS' communications and engagement activity with the public about the ONS and the cross-government service, the Integrated Data Service (IDS).