Audience Segmentation Refresh UID 120 - AWARD

Historic England · awarded 11 February 2026

Who

Buyer	Historic England Wiltshire
Supplier	Morris Hargreaves McIntyre
Category	services
Classification	Market research services CPV 79310000
Notice published	12 February 2026

What it is for

Historic England last refreshed its audience segmentation system in 2021, to enable wider application across the organisation and to better align with digital and professional audiences. The segmentation system is now embedded into the work Historic England does across public engagement and communications. We have also shared the segments with other arts, culture and heritage organisations as a tool to support inclusive audience engagement as part of our sector leadership role. Four years on, both society and Historic England's Strategic Priorities have evolved. We are looking for an agency to refresh the data our segments are built on, to ensure our segments are up to date both societally and organisationally, and align with Government Communication Service (GCS) principles for effective, evidence-based communications and behavioural insight.

Read the original award notice on Contracts Finder →

Other contracts from this buyer

181 awards on file, worth £34.0m.

Everything Historic England has awarded →

Other contracts won by this supplier

3 awards on file, worth £248k.

Everything Morris Hargreaves McIntyre has won →