# Audience Segmentation Refresh UID 120 - AWARD

> A sourced UK public sector contract award published by Historic England.

## Key facts

- Buyer: [Historic England](/buyers/historic-england/contract-awards)
- Supplier: Morris Hargreaves McIntyre
- Award value: £30,000
- Award date: 11 February 2026
- Published: 12 February 2026
- Contract start: 12 February 2026
- Contract end: 14 April 2026
- Stage: awarded
- Procurement category: services
- Notice ID: 85a4dc40-3106-4cf3-b0fa-3c46efd6cb30-883336
- OCID: ocds-b5fd17-7eb23065-da5f-49c0-9eae-75a5dbae05f0

## Description

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\.

## Related contract awards

- [Multi Criteria Decision Analysis Stage 2 - Adaptation of historic buildings and structures to coastal erosion - UID132 - AWARD](/contracts/ocds-b5fd17-6e6f27c0-64b2-4faf-9725-9decd79d0922) — Historic England
- [ITT - E-Learning Training Content - UID 240 - AWARD](/contracts/ocds-b5fd17-ebaae7d5-e2ec-432a-8765-1b4f6df250c1) — Historic England
- [Knowing the Heritage Sector Phase 4 - catalogue of heritage enterprises in England - UID 148 - AWARD](/contracts/ocds-b5fd17-5628411b-1c8a-4c4e-9ab7-3830e2c7a39c) — Historic England
- [THE PROVISION OF A LEASED SINGLE ENGINE PISTON HIGH WINGED AIRCRAFT - UID 75 - AWARD](/contracts/ocds-b5fd17-1cde56f4-bd97-4712-9c9d-2fc8c904078e) — Historic England
- [BFI Audience Insights Research - AWARD](/contracts/ocds-b5fd17-4310371b-7b7f-434c-b132-bc15e6be7b8b) — BFI
- [English Heritage - Pendennis Castle and Down House Audience Research](/contracts/ocds-b5fd17-dfb0931d-0c20-4ba3-ae56-842e2b9c1634) — English Heritage Trust
- [English Heritage - Stonehenge Master Plan research](/contracts/ocds-b5fd17-6c998a86-01ba-4525-848d-3d23d695711a) — English Heritage Trust
- [EH RESEARCH PROGRAMME 2022-25 - AWARD](/contracts/ocds-b5fd17-b91d109f-0a37-45ed-91c4-34745730d816) — English Heritage-Marketing
- [Translation & Interpreting Service](/contracts/ocds-b5fd17-54075a52-9d7d-4c1f-b548-9dc63dcc95cb) — London Borough of Waltham Forest
- [QBE082 09:00 2026-08-21 Haverhill to Sir Peter Hall School, Bury St Edmunds - 4-seater vehicle required - AWARD](/contracts/ocds-b5fd17-3fe11212-9db7-4019-8387-e0a616618a82) — Suffolk County Council Passenger Transport
- [QOC931 09:00 2026-08-21 Onehouse & Newmarket to InToto Education, Fordham, Ely, Cambs - 4-seater vehicle & Passenger Assistant required - AWARD](/contracts/ocds-b5fd17-88df1231-5adf-4f73-b42b-71e8931d53ab) — Suffolk County Council Passenger Transport
- [SEN20061-SEN-W/C TAXI-DOROTHY GOODMAN UPPER BARWELL LANE](/contracts/ocds-b5fd17-759dbe2b-b549-4a79-9512-eb9eafef5895) — Leicestershire County Council

## Source

[View the original notice on Contracts Finder](https://www.contractsfinder.service.gov.uk/Notice/85a4dc40-3106-4cf3-b0fa-3c46efd6cb30-883336)