Audience Segmentation Update

Historic England is seeking a qualified agency to update its audience segmentation system, which was last refreshed in 2021. This system is crucial for enhancing public engagement and communication strategies within the organization. The updated segments will reflect current societal trends and align with the Government Communication Service (GCS) principles for effective communication and behavioral insights. The selected agency will be responsible for refreshing the data that informs these segments, ensuring they are relevant and useful for both Historic England and other arts, culture, and heritage organizations that utilize this tool for inclusive audience engagement. The total budget for this project is £30,000, and the deadline for proposals is January 16, 2026.