Insight & Analysis of Consumer Attitudes to IP Infringement

Tender description

The Intellectual Property Office (IPO) seeks to determine the level of interest in the provision of insight/analysis services to improve our understanding of the key drivers for consumers and to be able to target messaging more effectively. This requires an in depth and focussed piece of work to identify communications and other measures that the IPO and others can take to realise our public commitment to making infringement 'socially unacceptable. The IPO has set an ambition of making infringing activity socially unacceptable and our 2020-21 Corporate Plan commits us to an initial proof of concept communications campaign with a view, if successful, to scaling the approach across broader sectors and demographics. Making infringing behaviour socially unacceptable is a significant challenge and while previous research has identified the main behavioural drivers, it is important to gain greater insight and critically examine the basic proposition that ease, cost and perceived absence of risk means the majority of infringing goods consumers do not care about the consequences, on a personal or societal level. With expected outputs that deliver the requirements in the form of; 1) An interim literature review and report 2) Final report containing the interim report, plus; a) Recommend methodologies, approaches, including a prioritisation of sectors and demographics, which the IPO can use to develop campaigns which support our commitment to make infringement socially unacceptable to all b) Provide Audience specific insight and proposed campaign messaging/approach for a Hygiene and Beauty campaign c) A proposed model to evaluate the impact, and value for money of any proposed campaign. This could include qualitative and quantitative outputs. 3) Presentation of report findings and recommendations to IPO and, key stakeholders in advance of publication. Organisations interested in delivering this service, should register on the IPO e-procurement portal (https://ipo.force.com/s/Welcome) by clicking through the 'View Published Opportunities' and clicking the 'Register Interest' button against the title as above. Registration on the system may be required if you are a new supplier to the IPO e-portal system. Organisations should express interest not later than 5pm (17:00) Wednesday 28th April 2021. Associated Invitation to Tender (ITT) documentation will then be made available for bidding organisations to access from 4pm (16:00), Friday 30 April. Completed ITT submissions must be returned via the IPO e-portal no later than noon (12:00), Monday 24 May 2021.