Post 16 Choices Segmentation Insight Audit

The Communications Directorate at the Department for Education (DfE) seeks to understand the underlying attitudes and influences that shape how young people in England make choices about the education qualifications and institutions they choose at age 16 and beyond. This will inform which communications channels, content, language and influencers we should utilise to affect behaviour change in support of our reforms to technical education.

Firstly, we require the services of an agency to audit the current insight canon and make recommendations on whether further qualitative or quantitative research is required to produce a robust segmentation. If you are interested in bidding, a written response to this brief is required