Consumer Research and Communications (CRC) Indefinite Delivery, Indefinite Quantity (IDIQ) Contract Presolicitation Notice

The Centers for Medicare and Medicaid Services (CMS) intends to award Indefinite Delivery Indefinite Quantity (IDIQ) contracts to provide the Centers for Medicare & Medicaid Services (CMS) with a mechanism to assist in a full range of activities associated with social marketing research, user experience (UX) testing, and other consumer research with a range of target audiences. 

The research under this IDIQ will primarily be focused on conducting appropriate qualitative, quantitative, and/or mixed methodology research to support the implementation of CMS outreach, education and communication efforts. Specifically, research is conducted to assist with the development, design, and improvement of outreach, education, and decision support materials and web tools; assess the effectiveness of communication materials, strategies, and activities; and examine target audience characteristics to enhance CMS’s ability to reach, educate, motivate, and impact behaviors. 

Generally, task orders shall include, but not be limited to the following: 

1. Conducting formative research with specific target audiences to collect   data to assist with the understanding of audience characteristics, knowledge, awareness, needs, and behaviors; and to segment CMS audiences into homogeneous and actionable segments or subgroups;
2. Conducting research on concepts, messages, products, or materials to help develop, refine, and optimize messages, materials, guidance, and outreach and education strategies for target audiences;
3. Developing and applying quantitative methodologies, including primary research and secondary data analysis to learn more about the populations CMS serves and/or those who are affected by CMS’s programs, measure impact of outreach or information dissemination activities, or measure outcomes such as customer satisfaction with information or services;
4. Developing and applying secondary analysis using qualitative and/or quantitative data collected by CMS or third-parties to identify the context within which outreach and education activities occur;
5. Collecting consumer data to assist in developing, refining, and evaluating the effectiveness of outreach and communication efforts that are authorized or will be performed by CMS;
6. Conducting website usability, user acceptance, and content testing of electronic and non-electronic resources and materials;
7. Branding research, including creative qualitative approaches, (e.g. mind mapping) for more sophisticated branding work; and
8. Synthesizing and integrating current and past research findings.

This procurement will be a total small business set-aside competition.  It is anticipated that four (4) to six (6) awards will be made.  The period of performance for this IDIQ is estimated at September 15, 2022 through September 14, 2029.  The NAICS code applicable to this procurement is 541910-Marketing Research and Public Opinion.

A formal solicitation package will be available by the beginning to middle of November 2021. Questions related to this synopsis should be referred to Ms. Kelly Housein, Kelly.housein@cms.hhs.gov .

Contracting Office Address:

7500 Security Blvd.
B3-30-03
Baltimore, Maryland 21244-1850

Primary Point of Contact:

Kelly Housein,

Contract Specialist

Kelly.housein@cms.hhs.gov

Phone: 410-786-2352