# GB-Houghton Regis: Customer Segmentation and Personas

> Contract award record from UK public-sector procurement sources.

## Key facts

- Public buyer: Aldwyck Housing Group
- Contract winner: Social Engine
- Award value: £52,033
- Tender value: £52,032
- Award date: 2 August 2019
- Published: 12 August 2019
- Contract start: 2 September 2019
- Contract end: 1 September 2020
- Stage: awarded
- Procurement category: services
- Notice ID: a403e333-102b-4f27-83ab-3287418c226d-307594
- OCID: ocds-b5fd17-af795b35-ba40-474e-a1f2-a7a1a00657da

## Description

Aldwyck Housing Group and Catalyst Housing Group require a service provider to create a behavioural and attitudinal segmentation of our residents\. This is as opposed to the standard demographic segmentation that is available elsewhere\. We want to know who our customers are, what their needs and aspirations are for the services we currently provide, and what they want us to deliver going forward\. Currently, when we describe our customers, we tend to talk in terms of what type of housing they live in such as general rented, homeowner, supported housing\. We want to describe our customers in a different way, by what their needs, wants and aspirations are\. We think the best way to understand our customers' needs and demands is to ask them\. From the segmentation outcomes, we will require the chosen provider to design personas to describe the different types of customers we have\. Additional information: The contracting authority considers that this contract may be suitable for economic operators that are small or medium enterprises \(SMEs\)\. However, any selection of tenderers will be based solely on the criteria set out for the procurement\.

## Related contract awards

- [GB-Houghton Regis: TEN19018 MR19-20 154 Fire Risk Compartmentation Works](/contracts/ocds-b5fd17-2b87bfe8-60aa-4385-8710-101a7ed1b270): Aldwyck Housing Group
- [GB-Dunstable: TEN19017 CR19-20 148 1-69 Robert Jennings Close , Cambridge - Redecoration](/contracts/ocds-b5fd17-87edc2b6-4a6d-4b8b-b233-2518aaf0ea4d): Aldwyck Housing Group
- [GB-Houghton Regis: TEN19015 PL19-20 146 - Aldwyck Lift Maintenance Contract](/contracts/ocds-b5fd17-75596b10-b7ca-42a6-a1cd-d5ca56bc0805): Aldwyck Housing Group
- [COV - 21486 - Behavioural Insight work around smoking](/contracts/ocds-b5fd17-5b344b7c-7a3d-48cd-b9ea-16a32edc8c86): COVENTRY CITY COUNCIL
- [WCC - Lot 1 Call-off Housing Related Support Consultation](/contracts/ocds-b5fd17-685976e0-6662-4c02-9ded-7ecddf0b5f30): Warwickshire County Council
- [GB-London: Behavioural Insights programme Increasing the uptake of retrofitting consortium](/contracts/ocds-b5fd17-f0a9ed36-6fd3-49eb-a08d-3f7f978f983c): Improvement and Development Agency for Local Government

## Source

[View the original notice on Contracts Finder](https://www.contractsfinder.service.gov.uk/Notice/a403e333-102b-4f27-83ab-3287418c226d-307594)