Communications Research Framework

This procurement will establish a Framework to deliver research for Defra Group Communications Directorate.

The Framework will be for an initial 24-month period with an option to extend for up to 2 x 12-month extensions (2 + 1 + 1 term), subject to budget availability and service delivery .

The maximum Framework value is £1.5 million exclusive of VAT. This is a maximum possible spend for all research commissioned for the duration of the Framework and is not a guaranteed spend.

Research is central to Defra Group Communications Directorate. It allows us to better understand our audiences, exploring attitudes, preferred communications channels, and testing the resonance of potential messages/ creatives. It allows communications teams across the Directorate to tailor messaging and strategies to effectively reach and influence our audiences. Research is also used to measure the impact of communications against defined objectives, incorporating both low/no cost activity as well as paid-for marketing campaigns.

The tender will be broken down into three distinct Lots, split by research methodology. We require a supplier for each Lot who can deliver communications research, often at pace. Research projects commissioned under each Lot will vary in size and requirements for outputs. We work with a wide range of audiences in the UK and, for Lots 1 and 2, there is the potential of working internationally.

This Lot requires a supplier to utilise qualitative research approaches to inform our communications, often at pace. We need to be able to efficiently commission qualitative research to generate a deeper understanding of our audiences, including most appropriate channels, language and tone when communicating with them on specific Defra policies, announcements and campaigns. Qualitative research is also central to our ability to test messaging and visual assets with audiences to inform and improve communications strategies and targeting.

A central function of this Lot will be the delivery of quarterly focus groups. These groups will comprise of both regular, tracking insight and inform our communications response to emerging priorities or challenges, including narrative and message testing. Together with our quarterly public attitudes’ tracker survey, this provides important, regular insight into public perceptions of our priority issues with value across the Communications Directorate. We anticipate that each wave will comprise of four, online focus groups with a general public audience.

The winning Contractor should have the experience and expertise to act as a strategic partner to the Directorate. This includes identifying key strategic insights from research as well as tangible implications and recommendations for our communications strategies, messages and visual assets.

The winning Contractor should be able to recommend a suitable methodology for each requirement under this Lot and be able to provide guidance on the pros and cons of different options including impact on speed of delivery versus robustness of results. Methodologies will vary on a project-by-project basis but are likely to predominantly include the following. Further, the Directorate will be open to hearing suggestions for additional, innovative methodologies from the winning Contractor for this Lot if they will further support the delivery of insight to inform our communications.

> Online, telephone or face-to-face depth interviews > Online or face-to-face focus groups or mini focus groups > Online communities or digital ethnography > Co-creation, including workshops

Bidders should be able to effectively sample and recruit participants to participate in qualitative research across all the key audiences outlined in Section 5 (Scope of the Requirement).

Requirements will vary on a project-by-project basis. They are likely to include: > A short proposal note. This should outline the Contractor’s understanding of the project context and objectives, recommended research approach, proposed sample specification and recruitment strategy, a project timeline, and a breakdown of costs

> A kick-off meeting to confirm approach, sample specification and timings with the Directorate

> Design of research materials, allowing plenty of scope for the Directorate to feed into and shape materials

> Recruitment and fieldwork

> Thematic analysis of primary data. The Contractor should also proactively look for ways to elevate analysis to improve outputs (for example, utilising external sources to contextualise research findings, or using behavioural frameworks where this would improve the impact of our communications)

> Interim / topline findings note

> Full PowerPoint report with accompanying debrief. The Contractor should ensure final outputs are concise, easily navigable, have a clear narrative, identify key insights, and include strategic implications and recommendations for our communications. They should also seek to bring to life the views of research participants (for example, through the use of verbatim quotes)

> Summary reports or additional, creative outputs