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Biodiversity segmentation scoping study - WC1056

Description
One of the key aims of Biodiversity 2020 , the biodiversity strategy for England 2011-2020, is to put people at the heart of biodiversity policy. The strategy aims to ensure significantly more people are engaged in biodiversity issues, aware of its value and taking positive action.

The aim of this project is to undertake a biodiversity segmentation scoping study, to help understand the attitudes, values, motivations and behaviours of key groups and how to engage them more effectively, in order to ensure that future policy interventions and other engagement activities are as targeted and effective (and cost effective) as they can be, and thus have greatest impact. The scoping study will be tailored in response to the needs of the Biodiversity People Engagement Group (PEG) and inform its work, as well as future biodiversity people engagement policy. Specifically, in-depth qualitative research undertaken as part of the study will be closely coordinated with the PEG Task and Finish Groups on Priority Audiences and Priority Behaviours, and is intended to be valuable in its own right even if the study recommends alternative approaches other than segmentation going forward. Since terms such as ‘nature’ and ‘wildlife’ have more resonance for many people than ‘biodiversity’, the scoping study should consider attitudes, values, motivations and behaviours which impact on biodiversity, even if they are not considered in those terms by stakeholders and public groups.

The project is expected to last approximately seven months, from September 2012 to April 2013. An interim report is required after approximately six weeks in early November 2012 to feed into the PEG meeting due to be held on 13th November 2012. The final report is required after approximately seven months at the end of April 2013. Defra would welcome proposals from consortia for this project.

The project will be funded jointly by Defra’s Biodiversity Evidence Programme and the Customer and Stakeholder Relationships Evidence Programme. We expect the cost of the project to be within the range £70-100k and will consider bids across this full range. ‘Cost and value for money’ is one of the criteria for selection of the winning bid so bids towards the top end of this range should make clear why this level of resource is justified. Proposals should include costed options for scaling the project at different points within this range. Tenderers should clearly indicate the preferred selection of options.

Defra will consider the options put forward for biodiversity segmentation emerging from the scoping study and will retain the option to extend the contract by up to a further 12 months in order to undertake segmentation. However, there will be no obligation to undertake any further segmentation work beyond the scoping study.
Objective
The aim of the project is to undertake a biodiversity segmentation scoping study. The scoping study will include a review of existing segmentations, data sources and relevant literature to inform understanding of target audiences and behaviours, and undertake in-depth qualitative research with key groups. It will assess the desirability of and the options for developing a full-scale biodiversity segmentation and make recommendations to help develop effective interventions and approaches. The scoping study will be tailored in response to the needs of the PEG and inform its work, as well as future people engagement policy. The study will help ensure that future policy interventions and other biodiversity engagement activities are as targeted and effective (and cost effective) as possible, and thus have greatest impact.

The broad objectives of the project are:

• To undertake a review of existing segmentations, data sources and relevant literature, to inform understanding of target audiences and behaviours and possible approaches to increase engagement with biodiversity issues
• To undertake in-depth qualitative research with key groups, including key stakeholders and public groups. The research will seek to understand attitudes, values, motivations and behaviours of key groups in relation to biodiversity, in the context of attitudes towards the wider natural environment. It will examine opportunities and barriers to action for a range of groups in different contexts
• To assess options and make recommendations, if appropriate, for development of a full-scale biodiversity segmentation, including consideration of target audiences and behaviours. This should include assessment of how the segmentation is likely to be used in different contexts to inform policy development, practice and other activities
• To make other recommendations in addition to or apart from segmentation to help identify and understand target audiences and behaviours and develop effective interventions and approaches
• To be flexible in response to evidence needs identified by the PEG and inform its work, as well as future biodiversity people engagement policy
• Specifically, to work closely with the two PEG Task and Finish Groups on Priority Audiences and Priority Behaviours
• To provide high quality outputs in a range of formats
Project Documents
• FRP - Final Report : Engaging people in biodiversity issues - Final Report   (2129k)
• OTH - Other : Engaging people in biodiversity issues - Note on relevance of research to business audiences   (122k)
• OTH - Other : Engaging people in biodiversity issues - Research Briefing   (525k)
• TRP - Technical Report : Engaging people in biodiversity issues - Technical Annex (Tier Definition)   (563k)
Time-Scale and Cost
From: 2012

To: 2013

Cost: £100,000
Contractor / Funded Organisations
Simon Christmas Ltd
Keywords
Biodiversity              
Social Research