PA - Audience Analysis

The U.S. Embassy London Office of Public Affairs is procuring audience analysis research services consisting of online focus groups, surveys, and message testing to assess UK audiences' attitudes on key policy issues. The contractor must conduct four online focus groups with 5-6 participants each, plus a quantitative survey targeting 1,000 UK adults aged 18+, using a mixed-methods approach to understand public sentiment regarding U.S. policies and identify the most persuasive messages and messengers. All offerors must be registered in the System for Award Management (SAM) database prior to proposal submission, and the contractor must establish a UK office within 30 days of contract award. The award will be made to the lowest-priced, acceptable, responsible offer, with evaluation focusing on methodology, experience, and reporting quality. Questions regarding the solicitation must be submitted by September 4, 2025, at 17:00 UK time, while final proposals are due by September 8, 2025, at 17:00 UK time via email to procurement_box7@state.gov.

This solicitation has no set-aside designation and no incumbent contractors are identified in the documentation. While specific contract values are not disclosed, payments will be made in British Pounds (GBP) with VAT listed as a separate line item if the contractor is VAT-registered in the United Kingdom. The period of performance runs from October 1, 2025, to September 30, 2026, requiring research exclusively with UK-based participants conducted in English only, excluding U.S. expatriates. The place of performance is the United Kingdom, with delivery to the U.S. Embassy London at 33 Nine Elms Lane, London, SW11 7US. Key deliverables include brief summary reports, methodological reports, full transcripts, and a comprehensive final analytical report with actionable insights, with participant incentives to be included in the contractor's fixed price.