SOW - PD Audience Analysis FY25.pdf

Public Affairs Office – FY25

STATEMENT OF WORK

Audience Analysis

Public Affairs Office U.S. Embassy, London

1. SUMMARY

The U.S. Embassy London Office of Public Affairs seeks a program of online and/or in person focus groups, surveys, and message testing to determine UK audiences’ attitudes on key policy issues. The project should provide greater detail on selected priority areas and assess the audiences’:

1. Opinions on selected topics.

2. Attitudes about the United States and key competitors relative to those topics; and

3. Which messages and messengers resonate most and are perceived as persuasive on specific issues.

2. BACKGROUND

The Contractor should design the research in close consultation with the Office of Public Affairs to ensure it is tailored to Embassy priorities—whether public perceptions, event engagement, or awareness of programs. The study is to be conducted in the name of the Contractor, in keeping with standard industry practice. The results are for private internal use only and not for publication.

3. SCOPE OF WORK

The selected Contractor will be responsible for the following:

Research Design

• Develop a tailored methodology in collaboration with the Office of Public Affairs, ensuring the approach is aligned with Embassy goals and audiences of interest (e.g., UK citizens, U.S. expats, students, and other target groups).

• Include a mix of online focus groups, surveys, and message testing as appropriate to provide both qualitative and quantitative insights.

Online Focus Group Composition and Locations

• Propose a design for a total of four focus groups, each consisting of 5–6 participants.

• Composition of groups will be determined in consultation with the Office of Public Affairs to ensure alignment with identified audience segments.

Discussion Guide and Questionnaires

• Develop discussion guides and unbiased screening/follow-up questionnaires in consultation with the Office of Public Affairs.

• Ensure survey instruments reflect the Embassy’s target audiences and avoid leading or biased framing.

Recruitment

• Recruit participants in consultation with the Office of Public Affairs incorporating either targeted audiences and/or randomized methods.

• Exclude close contacts or activists in the same organization to avoid bias.

• Recruit 7–8 people per group to ensure 5–6 attend.

• Provide appropriate incentives for both participants and those recruited but not selected.

Setup

• Provide an online focus group platform with:

o Audio/video recording capabilities;

o Anonymous observation for Embassy staff;

o Secure log-ins and “lock-in” features to prevent intrusion.

Pre-Test

• Conduct a 5–10 minute mock session with Embassy staff at least one day prior.

Fieldwork

• Timing coordinated with the Office of Public Affairs.

• Provide skilled moderators and ensure sessions last ~90 minutes.

• Following each session, participants will complete a short questionnaire.

• Moderator and project manager to conduct 30-minute debrief with Embassy staff.

Data Management & Analysis

Contractor will provide:

• Complete recordings and transcripts.

• Translations (if needed).

• Tabulated questionnaire responses.

• Brief summary reports after each group.

• A methodological report with recruitment, demographics, and challenges.

• A final analytical report that:

o Goes beyond statistics to interpret meaning and implications.

o Provides a clear, visual summary of findings that staff can easily digest.

o Highlights similarities and differences across groups.

o Incorporates illustrative quotes.

o Includes actionable recommendations for improving outreach, messaging, and engagement with UK audiences.

4. EXPENSES

No additional expenses will be paid by the U.S. Government unless pre-approved by the U.S. Government Contracting Officer with a modification to the Purchase Order in advance of the expenses being incurred.

4.1 Travel

Travel costs for fieldwork should be incorporated, if applicable.

5. DELIVERABLES/SCHEDULE

Immediately after fieldwork: Audio/video files of each discussion.

Within 3 business days: Informal summary reports.

Within 7 business days: Methodological report.

Within 15 business days:

o Full transcripts.

o Tabulations of questionnaire responses.

o Final analytical report with insights, visual presentation of findings, and recommendations for next steps.

Period of performance: October 1, 2025 to September 30, 2026.

6. CONTRACTOR’S KEY PERSONNEL

Project manager.

7. DATA RIGHTS AND PRODUCT OWNERSHIP

Polling results will be used for internal purposes and will be the property of the USG.

8. CONTRACT MONITORING

Public Affairs will assess on a regular basis for adherence to schedules and will evaluate the final report.

9. CONTRACTOR REQUIREMENTS

9.1 Pricing

The U.S. Government awards Contracts on a firm fixed price basis. The rates quoted on the separate pricing document will form part of the proposed Contract and will be binding on the Contractor. As such, your proposal for delivery of the services should therefore include full cost consideration of the above.

9.2 VAT

Please indicate if VAT will be applicable in your quotation and include it as a separate line item in your quotation as per the SF-18 form.

9.3 SAM Registration

Offerors shall be registered in the SAM (System for Award Management) database at https://www.sam.gov prior to submittal of their offer/proposal as prescribed under FAR

4.1102. Failure to be registered at time of proposal submission, if required under the FAR, may deem the offeror’s proposal to be considered non-responsible and no further consideration will be given. Therefore, offerors are highly encouraged to register immediately if they are interested in submitting a response to this requirement.

9. 5 Technical Requirements/Tasks/Information

Bid components must include the following key deliverables:

1. Online focus group composition and recruitment procedures

a. Selection of participants

b. Quotas to be employed

c. Procedures for recruiters

d. Follow-up contact and reminders for participants

2. Fieldwork

a. Setting up an online focus group platform

b. Selection, qualifications and training of moderator(s)

c. Scheduling and assignment of group discussions, including whether focus group sessions will occur during the day or in the evening and on which days of the week

d. Provision for simultaneous interpretation of each group

e. Proposed composition of groups, including optimal size

f. Incentives for participants and rejected participants

g. Methods for recording audio and video

h. Description of moderator debrief after each group discussion, methodological report, and final analytical report

3. Data management

a. Confirmation that the Contractor will provide high quality audio and video of group discussions.

b. Description of tabulated file of demographic profiles of each group/participant and responses to screening questionnaire.

c. Description of short summary report of each group discussion, methodological report, and final analytical report.

4. Description of delivery method(s) of all required materials.

5. Schedule

a. Development and formatting of the discussion guide, screening questionnaire, and follow-up questionnaires.

b. Recruitment and selection of participants.

c. Fieldwork – group discussions (number of groups per day).

d. Preparation and submission of the transcripts, tabulations of screening and follow-up questionaires, short summary reports, methodological report and final analytical report with tailored insights and actionable recommendations.

e. Please provide information about any scheduling constraints you may have for the proposed fieldwork period.

All offers shall be valid for a period of 90 days.

The proposal should be comprehensive, providing an overall strategic approach and costing out specific activities.

9. 6 Information to be provided with your offer

1. A completed and signed copy of the SF-18 form

2. Information demonstrating the quoter’s ability to perform, including:

a. Names and/or titles of person/persons who will be assigned to this project for the provision of the services for its duration, and confirmation they understand written and spoken English.

b. A full CV of the person/persons named in a) above

c. A portfolio of work showcasing experience with similar research and consulting projects which have been performed in the past and which most closely match the services required under this Contract.

d. Evidence that the offeror/quoter operates an established business with a permanent address and telephone listing in the United Kingdom, or evidence that the offeror/quoter will establish an office in the United Kingdom within 30 days of Contract award.

3. Detailed information regarding the strategic plan for the delivery of services including:

a. A work plan considering all work elements listed in the Section 3 Scope of

Work.

b. Identify types and quantities of equipment, supplies and materials required for performance of services under this contract. Identify if you already possess the listed items and their condition for suitability and if not already possessed or inadequate for use how and when the items will be obtained;

c. Plan of ensuring quality of services including but not limited to contract administration and oversight.

4. A list of organizations you have provided similar services to during the past three (3) years.

5. From the list of organizations, please give the names and contact details for three (3) references who can be contacted for further details. The client’s contact person may be asked to comment on the quoter’s:

a. Quality of services provided under the contract;

b. Compliance with contract terms and conditions;

c. Effectiveness of management;

d. Willingness to cooperate with and assist the customer in routine matters, and when confronted by unexpected difficulties; and

e. Business integrity / business conduct.

The Government will use past performance information to assess an offeror’s capability to meet the solicitation performance requirements, including the relevance and successful performance of the offeror’s work experience. The Government may also use this data to evaluate the credibility of the offeror’s proposal. In addition, the Contracting Officer may use past performance information in making a determination of responsibility.

6. Evidence that the offeror/quoter can provide the necessary personnel, equipment, and financial resources needed to perform the work.

7. A copy of any relevant insurance certificate(s) or confirmation that the appropriate insurances will be obtained prior to the Contract start, if not already held. Please note, failure to provide copies of the required insurances prior to the start of the Contract may lead to termination for default.

8. Your company’s SAM Unique Entity Identification (UEI) number and proof of Active SAM registration as prescribed under FAR 4.1102. if required.

10.0 EVALUATION FACTORS

1. Award will be made to the lowest priced, acceptable, responsible offer.

2. The Government reserves the right to reject proposals that are unreasonably low or high in price.

3. The Government will determine initial acceptability by assessing the offeror's compliance with the terms of the RFQ to include the technical information required.

4. The Government will determine contractor responsibility by analyzing whether the apparent successful offeror complies with the requirements of FAR 9.1, including:

a. Adequate financial resources or the ability to obtain them.

b. Ability to comply with the required performance period, taking into consideration all existing commercial and governmental business commitments.

c. Satisfactory record of integrity and business ethics.

d. Necessary organization, experience, staff and skills or the ability to obtain them.

e. Necessary equipment and facilities or the ability to obtain them; and

f. Be otherwise qualified and eligible to receive an award under applicable laws and regulations.

g. Quality and detail of the proposal:

i. Methodology: Robustness of tailored design, appropriateness of data collection methods, and clarity of insight delivery.

ii. Experience: Demonstrated success in providing both quantitative and qualitative analysis for comparable audiences in the UK.

iii. Reporting & Recommendations: Ability to deliver clear, actionable insights and next steps.

11.0 RESPONSE AND SUBMITTAL DEADLINE

Please submit any questions you may have concerning the solicitation documents in writing to procurement_box7@state.gov by September 4, 2025, at 17:00 pm (local time).

The questions will be anonymized, and responses will be sent to all prospective offerors in writing.

Your proposal must be emailed to procurement_box7@state.gov on or before September 4, 2025, at 17:00pm (local time). No proposal will be accepted after this time.

mailto:procurement_box7@state.gov mailto:procurement_box7@state.gov