Brand Research and Analysis

The University of Central Florida (UCF) is seeking a research partner through an Invitation to Negotiate (ITN) for comprehensive brand research and analysis services for its Communications and Marketing (C&M) department. The contract will span approximately two years, from July 1, 2025, to June 30, 2027, with the primary objective of conducting extensive research to evaluate brand perception, awareness, and equity across various audience segments. Key deliverables include designing customized research studies using qualitative, quantitative, and mixed-method approaches, developing audience personas, analyzing data trends, and providing actionable recommendations through executive summaries, white papers, and presentations. The procurement requires advanced technological capabilities, including predictive analytics, consumer sentiment tools, and artificial intelligence-driven insights. The evaluation will follow a 100-point scoring system, with points distributed across experience and qualifications (15 points), project staff qualifications (15 points), overall responsiveness to scope (30 points), pricing (30 points), and conformance to ITN requirements (10 points). Important dates include April 28, 2025, as the posting date, questions due by May 7, 2025, at 5:00 PM EST, and proposals due on May 30, 2025, at 2:00 PM EST through UCF's Bonfire Web Portal.

The ITN does not explicitly mention specific set-aside designations or restrictions for disadvantaged enterprises. The solicitation indicates that UCF reserves the right to negotiate with proposers and may award multiple contracts if deemed in the university's best interest. Proposals should include a fixed fee structure with detailed billing rates for personnel and potential ancillary expenses. While no incumbent vendor is specified, the university is seeking a research partner with sophisticated technological capabilities to provide deep, actionable insights. The procurement appears to be open to various research firms and consulting organizations with demonstrated expertise in brand research, market analysis, and advanced data analytics. Though a specific budget range is not disclosed, the comprehensive nature of the research requirements and the two-year contract duration suggest a potentially significant investment in brand research and strategic insights. The final selection will be based on the most advantageous proposal that meets UCF's research and analytical needs.