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Arts Council England Invitation to Tender
Audience Insight segmentation update 2011
Reference number: ACE-2010-014
Deadline for receipt of tender proposals: 12:00hrs, 21/02/2011
Background
Arts Council England works to get great art to everyone by championing,
developing and investing in artistic experiences that enrich people’s lives.
As the national development agency for the arts, we support a range of artistic
activities from theatre to music, literature to dance, photography to digital art,
carnival to crafts.
Great art inspires us, brings us together and teaches us about ourselves and the
world around us. In short, it makes life better.
Between 2008 and 2011 we’ll invest in excess of £1.6 billion of public money from
the government and the National Lottery to create these experiences for as many
people as possible across the country.
The research team is part of the Arts Council’s Arts department at head office. The
research team works to produce knowledge to inform the organisation’s future
strategy and improve delivery. One of the main activities of the research team is to
support colleagues across the Arts Council and the wider arts sector to understand
the relationship between audiences and the arts.
Introduction
Arts Council England works to enable everyone to experience arts that enrich their
lives. To help achieve this we work in partnership with artists, arts organisations
local authorities and others to find new ways to excite, engage and inspire people.
To inform this work, we have developed Audience Insight, an arts-based
segmentation1 of English adults comprising 13 distinct groups (see below). For a
detailed explanation of how audience data was used to create the segments
please see Appendix 1.
The segments provide insight into how and why different kinds of people engage
with the arts in England today. They can also be used as a source of ideas for
building new audiences for the arts. The segment profiles paint a vivid picture of
each segment, picking out some characteristic features and key patterns in their
arts engagement, leisure time use, demographics and media consumption. The
profiles also include some thoughts on the types of engagement strategies that
1
See: http://www.artscouncil.org.uk/about-us/research/arts-based-segmentation-research/
Document1
8 February 2011
could be employed by arts organisations to engage with each segment. The 13
segments identified in the 2008 exercise are arranged below according to their
likelihood to engage in the arts:
Highly engaged
 Urban arts eclectic
 Traditional culture vultures
Some engagement
 Fun, fashion and friends
 Mature explorers
 Dinner and a show
 Family and community focused
 Bedroom DJs
 Mid-life hobbyists
 Retired arts and crafts
Not currently engaged
 Time-poor dreamers
 A quiet pint with the match
 Older and home-bound
 Limited means, nothing fancy
The Audience Insight segmentation has proven extremely popular with the arts
sector, both in terms of understanding audience profile and also in providing
constructive ideas on how to reach new audiences. We are now seeking to update
the segments with more recent data and refreshed profiles of the segments
themselves. We are also considering updating the postcode modelling that allows
arts organisations and local authorities to understand the distribution of the
segments within their immediate locale2. This would be an additional piece of work
and we are currently considering what resources would be needed for such an
exercise.
2
http://www.artscouncil.org.uk/about-us/research/arts-based-segmentation-research/local-area-
analysis/
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Aims and objectives
The overall aims of the Audience Insight segmentation update are to:
 continue to develop recognition and use of the Arts Council’s arts-based
audience segmentation;
 provide a rich portrait of arts audiences (and potential arts audiences) in
contemporary England; and
 ensure the best possible use of limited resources for arts organisations seeking
to maximise their audience engagement.
The specific objectives of this tender are to:
 produce a detailed and updated segmentation of the population of England,
by applying the existing segmentation model to new data and re-estimating the
size of the segments and the core characteristics of each segment in terms of
their level and nature of engagement with a wide range of arts events and
activities, key demographics and broad attitudes to the arts;
 produce a detailed and refreshed profile for each segment, describing general
characteristics, likely patterns of arts and culture engagement, lifestyle choices,
media consumption (including arts broadcasting, digital and internet) and other
key behaviours and attitudes; and
 produce an updated model that allows for the refreshed segments to be
matched to each postcode in the UK in a similar way to the existing CACI
modelling. This would mean that given what we know about the demographic
and lifestyle characteristics of the people living in a particular postcode, we
could identify which segment are they were likely to belong to. This would then
allow a segment profile for a particular area to be calculated by aggregating the
probabilities calculated for each constituent postcode.
A key point to note is that the Arts Council does not expect the update to result in
a new set of segments. Given the widespread recognition and use of the existing
model we are keen to ensure continuity in the number and type of segments.
Current status
As described above, the Arts Council’s Audience Insight segmentation was
launched in 2008. A budget has been allocated to carry out the update to the
segmentation in 2010/11.
Requirements
The Arts Council requires a research agency to carry out an update to the
Audience Insight art-based segmentation. This is offered to prospective suppliers
in two Lots.
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Lot 1 Segmentation and Analysis
The delivery of the 2011 update will comprise three main stages:
Stage one: project inception and familiarisation
The first stage will involve a project inception meeting between the Arts Council
and the appointed agency to agree the project objectives and to finalise the
process and timetable. At this stage the agency is required to become familiar with
the background to the audience segmentation and its use by the arts sector.
Stage two: population segmentation and analysis
The segmentation will be developed through in-depth analysis of data from year 4
(2008/09) of the Taking Part survey3. The survey collects information on levels of
attendance at a range of arts events (including theatre, ballet, art exhibitions,
classical music and jazz concerts and street arts and carnival) and levels of
participation in a range of arts activities (including painting, photography, singing,
playing a musical instrument and writing stories and poetry). It also collects data
on frequency of arts attendance and participation, consumption of arts TV
programmes and use of the internet to view arts websites and book tickets for arts
performances. A wide range of socio-demographic information is collected, along
with levels of participation in a number of other leisure activities including sport
and visits to museums, libraries and heritage sites.
It is expected that the appointed agency will develop a model to allocate
respondents in the 08/09 Taking Part dataset to one of the 13 segments and
recalculate the segment sizes and core characteristics in terms of frequency of
arts attendance and participation, socio-demographics and other key behaviours
and attitudes. The model should produce estimates of the proportion of the adult
population in each segment and, for each segment, the probabilities that a given
individual will display a number of key demographics and behaviours. Where
possible, the Taking Part dataset should be fused with other relevant and up-todate datasets to provide a more detailed profile for each segment.
The second stage will include preparation for and attendance at a 2 hour meeting
on 3 March 2011 in London with representatives from the arts sector who use
Audience Insight segmentation. This meeting will be arranged and managed by
the Arts Council.
3
http://www.culture.gov.uk/what_we_do/research_and_statistics/4828.aspx
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Stage three: updating of segment profiles
At the final stage the agency will be required to analyse the results of the
segmentation and produce a summary report which the Arts Council will publish. It
is anticipated that the final report will contain:
 a brief background to the research
 description of the research methodology
 detailed descriptions of each segment, describing general characteristics, likely
patterns of arts and culture engagement, lifestyle choices, media consumption
(including arts broadcasting, digital and internet) and other key behaviours and
attitudes
 indications of any changes in segment size and behaviour since 2008
 conclusions and recommendations as to how the Arts Council and the wider
arts sector can best engage with each of the segments.
The final outputs of the update to the Audience Insight segmentation will be:
 PowerPoint presentation of the segment profiles delivered to a small group of
Arts Council staff at the interim debrief stage of the project, with any
accompanying top-level data tables in Word or Excel
 a summary report as described above
 raw data files containing the full results of the research in SPSS and/or Excel,
with instructions for use as necessary.
Lot 2 Postcode Modelling
An additional stage in the project would be to produce a model that allows for the
refreshed segments to be matched to each postcode in the UK in a similar way to
the existing CACI modelling. This would then allow the creation of new segment
profiles for particular areas.
The particular outputs of this stage would comprise:
 raw data files containing the full results of the postcode modelling in SPSS
and/or Excel, with instructions for use as necessary
 suggestions of (and full costings for) data visualisation such as mapping,
reporting or similar.
All outputs should be available electronically, with written reports and
presentations in keeping with the Arts Council’s house style – further details are
available on request.
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To undertake the work in either lot the Arts Council requires an agency with:
 experience of audience segmentation, particularly in relation to culture and the
arts
 extensive experience developing statistical models to analyse quantitative data
 experience modelling postcode data
 the ability to communicate research findings in an accessible way to nonspecialists
 the ability to manage complex projects to time and on budget.
Project Timetable
The indicative timetable for the project in 2011 is:
Lot
1
1
1
1
1
1
1
Activity/Event
Inception meeting:
Analysis:
Consultation meeting with stakeholders:
Interim debrief:
Draft report:
Final report:
Updated segment profiles published:
Date
28 February
1 March – 18 March
3 March
23 March
25 March
28 March
1 April
2
Postcode modelling undertaken:
through April
Duration of Contract
The period of the contract for Lot 1 is from 25 February 2011 to 31 March 2011 &
1 April to 30 April 2011.
Service Levels
The supplier(s) are expected to meet the timetable set out above.
Escalation Procedures
In the event of a major problem, a list of contacts will be required to manage any
problem to a successful conclusion.
Account Management
In performing the services required under this contract the supplier will report to
Meli Hatzihrysidis, Senior Officer, Engagement & Participation at the Arts Council’s
head office. Please specify in your proposal the named individual who will be
responsible for the account management of this contract on behalf of your
organisation.
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The project will be supported at the Arts Council by a small advisory group
comprising:
 Catherine Bunting, Director, Research, head office
 James Doeser, Officer, Research, head office
 Phil Cave, Director, Engagement & Participation, head office
 Clara Goldsmith, Head of National Marketing Campaign, head office
 Ella Muers, Director, Marketing, head office.
Management reporting/review meetings
The supplier(s) should provide weekly project updates via email throughout the
length of the project. After the initial project inception meeting, review meetings will
be held as required with a final review meeting at the end of the project.
Pricing/Budget
The budget available for Lot 1 is between £35,000 and £50,000 inclusive of VAT
and all travel and other expenses. We will not be providing a budget figure for the
proposed work in Lot 2 as we will be expecting competitive proposals costed
against our requirements. Value for money will be one of the most important
elements considered when proposals are assessed.
Payment Structure and billing requirements
Contracts will be awarded for the length of the projects. Payment for each element
will be agreed in advance and linked to delivery of key milestones as per an
agreed project plan.
Tender Response Requirements
In responding to this tender please include:
 your understanding of the brief
 details of how you will meet all our requirements as set out above
 a description of the segmentation methodology you would use, including details
of the datasets to be used in the analysis
 overall project plan and timetable
 suggestions for project management and reporting based on any existing
arrangements you may have
 quality assurance procedures, particularly in relation to analysing data
 named personnel and responsibilities
 previous experience of providing similar research services
 pricing – detailing a full breakdown of all costs involved. Please show these
separately for each lot you are submitting a proposal
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
completed supplier appraisal form (appendix two). If you are submitting a
proposal for both lots 1 and 2 we only require one completed supplier appraisal
form.
In your tender response, please clearly indicate which Lot(s) you are submitting a
proposal for. We will accept proposals for either just Lot 1 or Lot 2, but also joint
proposals for both Lot 1 and 2. Please note that all proposals will be evaluated
separately on their own merits against our pre-set evaluation criteria and the
award of one Lot to a supplier will have no bearing on the award of the other Lot.
Evaluation Criteria
The table below gives the criteria that will be used to evaluate all tender proposals
received. The same criteria will be used for both Lots 1 and 2.
Criteria
Value for money
A clear and robust methodological approach
Understanding of the brief
Experience of conducting audience segmentation exercises
Clarity of writing, including strength of narrative and avoidance
of unnecessary jargon
Strength and appropriateness of quality assurance procedures
Quality of the staff in relation to their role in the project
Experience managing complex projects to time and on budget
Understanding of key contextual issues/relevant organisational
and policy background
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Weighting
20%
15%
15%
15%
10%
10%
5%
5%
5%
Instructions to tenderers
Please submit your tender offer in accordance with all of the instructions,
requirements and specifications set out in the enclosed documentation.
You must treat these documents and any further information provided by Arts
Council England as confidential at all times and only disclose them if necessary to
prepare a compliant response to the tender.
Nothing in the enclosed documentation or appendixes, or any other
communication made between Arts Council England and any other party, can be
considered a contract or agreement at this stage.
All correspondence in relation to this tender, including tender submissions, should
be address to:
Meli Hatzihrysidis
Senior Officer, Engagement & Participation
Arts Council England
14 Great Peter Street
London SW1P 3NQ
Tel: 020 7973 5353
Email: [email protected]
Tender Timetable
Please see below a detailed timetable of when specific events will take place and
a specific deadline which must be met in order to participate in this tender.
Event
Date/Time
Tender Notice posted
08/02/2011
Expressions of interest deadline
12:00hrs, 17/02/2011
Tender response deadline
12:00hrs, 21/02/2011
Interviews(if applicable)
23/02/2011
Anticipated contract award
25/02/2011
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Compliance
Arts Council England reserves the right to disqualify or reduce the evaluation
score of any tenderers who do not fully comply with the requirements in the tender
documentation, in particular the closing time and date.
If you propose alternative goods or services for consideration, you must clearly
mark these as non-compliant. Arts Council England reserves the right to reject any
proposals with non-compliant alternatives. Tenders that are received are not
automatically accepted.
Arts Council England reserves the right to evaluate proposals on a variety of
criteria. The tender with the lowest price will not automatically be accepted.
Prices
The approximate value of the proposed work in Lot 1 will be in the range of
£35,000 to £50,000. We will not be providing a budget figure for the proposed
work in Lot 2 as we will be expecting competitive proposals costed against our
requirements. Please note that, while not the only criteria, value for money is a key
element of our evaluation criteria.
You should provide an informed estimate of the cost of the proposed procurement.
Submit all prices in pounds sterling and indicate VAT separately, if applicable.
Prices should be fixed and firm for the duration of the contract and inclusive of all
expenses.
Please note: Arts Council England reserves the right to purchase all or any parts
of the tendered goods or services at the prices and specifications submitted in
your response.
Contract duration
Arts Council England will award the contract to the successful tenderer for the
period from 25 February 2011 to 31 March 2011.
The Arts Council’s standard terms for services will form part of the contract to be
awarded. These can be downloaded and reviewed from our website:
http://www.artscouncil.org.uk/media/uploads/pdf/Standard_Contract_for_Services_
8_Jan_2011.pdf. The Arts Council may also require further terms to be included in
the contract that are specific to the successful tenderer's application. The final
award of the tender is always subject to the parties agreeing to all terms of the
contract.
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Please note that Arts Council England is required to publish online the final
awarded contract and any associated documentation. If you have any concerns
about the future publication of sensitive information you should raise these within
your tender proposal, highlighting which areas within your proposal you consider
may be subject to exemption, and subsequent redaction, in line with the provisions
of the Freedom of Information Act 2000 (FOIA). More information about FOIA can
be found at www.ico.gov.uk.
Validity of offer
You must offer your tender for acceptance for 60 days from the deadline for tender
submission.
Tendering
If we need to amend any tender documents before the closing date, we will write
to you with any changes. If we extend the deadline for tender responses, we will
advise you.
Arts Council England reserves the right, in its absolute discretion, to cancel or
suspend this tender process at any time and for any reason. If we need to do this
we will notify you in writing as soon as reasonably practicable.
Arts Council England is not responsible, and will not pay for any expenses or
losses you incur during, but not limited to, the tender preparation, site visits, posttender negotiations or interviews.
Information and questions
If you need us to clarify the documentation or if you have further questions
regarding the tender process, write to the lead officer quoting the tender reference
number. We will try to respond to reasonable requests for further information
within the timescale of the tender.
For large tenders, we may appoint a tender team (e.g. technical evaluators) that
tenderers may have controlled access to. If so, we will provide names, contact
details and control criteria.
Arts Council England reserves the right to advise all other tenderers of material
questions and the answers supplied without disclosing the source of the enquiry.
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Site visits
If you require a site visit to Arts Council England before submitting your tender,
write to the lead officer. Arts Council England reserves the right to refuse any site
visit requests, but we will explain why we refused.
Return of Tender
Send two copies of your tender including all documentation in a plain sealed
envelope or package by no later than 12:00hrs Monday 21 February 2011 to the
address provided above. Any tender delivered after that time for any reason may
be discounted.
In your tender response, please clearly indicate which Lot(s) you are submitting a
proposal for. We will accept proposals for either just Lot 1 or Lot 2, but also joint
proposals for both Lot 1 and 2. Please note that all proposals will be evaluated
separately on their own merits against our pre-set evaluation criteria and the
award of one Lot to a supplier will have no bearing on the award of the other Lot.
Please also clearly indicate the names and addresses of any sub-contractors you
intend to use to provide the services, and the scope of work you will employ them
for.
The Arts Council is not responsible if all or part of your tender is not received. You
should use a traceable dispatch system. In the event of a dispute, you are
responsible to prove the tender was delivered.
Post-tender interviews
Arts Council England reserves the right to ask you to attend post-tender interviews
or present your proposals. You are responsible for all your expenses when
attending such interviews. If required, interviews will take place on 23 February
2011 at 14 Great Peter Street, London SW1P 3NQ.
Arts Council England reserves the right to conduct post-tender negotiations with
one or more tenderers.
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