Public procurement notice: Contract Notice
Published: 2020-07-07
Buyer: AHDB
Country: UK
Contract type: Services
Procedure: Open procedure
CPV classification: 72316000: Data analysis services
Estimated value: 2120000 GBP
Submission deadline: 2020-08-10
Award criteria: The most economic tender

Technical requirements: The Retail and Consumer Insight (RCI) team provides independent, impartial market analysis, using AHDB’s own, and third party information (either bought or publically available). This tender opportunity is broken down into 3 lot’s, detailing 3 requirements which could be awarded to one supplier for all, or different suppliers for each lot.
This majority of the specification is for lot 1 which is the most important part of the tender as it is a consistent requirement for purchase data.
It is unknown how often lots 2 and 3 will be required (if at all) but having an already assigned agency will allow for more efficient turnaround for AHDB.
Contract length: The tendered contract is for 2 years and intends to begin from May 2021 with the option to extend for a further 2 periods of 12 months each after the initial 2-year period.
Lot 1 is for AHDB core retail data analysis and makes up the main part of the contract for Lot 1 AHDB needs to engage with a supplier who can deliver the following service:
• core AHDB team access (unlimited users) to software analysis tools to undertake raw analysis. Including any online platforms which allows sharing across wider AHDB team members.
— we require a fully supportive team that are able to help on day-to-day requests as well as deliver insights and analysis;
— category review de-briefs (minimum one per sector a year), seasonal de-briefs (e.g. Valentine’s Day, Easter, Mother’s Day, Father’s Day, summer, Halloween, Bonfire Night and Christmas), deep dives based on themes (typically 3 a year based on AHDB strategic focus areas e.g. added value market, importance of promotions, premium market) & annual “state of the nation” presentation to wider AHDB stakeholders;
— topline category reporting for red meat, potatoes – To populate agreed template with latest trends on each data release,
— agency time to develop custom reporting and responds to request for analysis into product/market performance trends
— weekly work planner outlining live tasks plus 30 min weekly conference call on a Monday to run through priorities for coming week. AHDB have Microsoft Teams dial in services which can set this up.
AHDB currently complete investment tests and evaluations of its activities. AHDB Market Development campaigns often involve activity directed at consumers with a view of altering purchase habits in sector related products, as well as attitudes. For selected campaigns AHDB need to look at the impact these campaigns have had on retail sales, in particular obtaining campaign driven sales and ROI attributable to the marketing campaign, along with the ability to review campaign performance across channel.
From time to time AHDB has commissioned work to obtain views from consumers based on known retail behaviour through purchase panels rather than claimed behaviour. This work is often undertaken to understand a change in behaviour by understanding consumer mind-sets, and to pin point influencing factors.
AHDB wish to obtain a costing structure and outline from each agency on how they would have the ability to ask questions based on known retail behaviour. The exact requirements for 2021 onwards are not known at this stage.
There are 3 lots within this opportunity. A single supplier may be awarded all 3 lots, or single suppliers for each lot.


Award value: 2120000