Audience Insight Research

Tender description

The British Film Institute (the 'BFI') is seeking to appoint a supplier to manage a year-long research project into the audiences who engage with the BFI's public offer. This should encompass a quantitative tracking survey that will provide key metrics on audiences across five different touchpoints and additional qualitative 'deep dives' into particular areas of focus that need more analysis. The touchpoints are a mixture of digital and in-person experiences. A key outcome of this research is to understand the audiences both in-person and online and how they differ. BACKGROUND The BFI regularly conducts research amongst its constituent audiences and consumers in order to measure and evaluate reach and diversity. As part of our future plan and our focus on two core areas for transforming access - diversifying audiences and growing our digital platforms - we have identified two major areas that we now seek to address with a new programme of audience research that will provide the BFI with insight that can be utilised for decision making. SERVICE REQUIREMENT The BFI's primary objective is quantitatively to profile and build a picture of its audience engagement across five key touchpoints in order to better understand: o the socio-demographic profile of our audiences o the frequency of their engagement and type of engagement o the motivations behind their most recent engagement o the impact of their experience with the BFI o their un-met needs o their loyalty and intentions to continue with subscription-based elements (BFI membership, BFI Player, Sight and Sound magazine) o their brand perception of the BFI The following list represents the five main touchpoints for which we wish to collect data. Some of these are overlapping e.g., visitors to the Southbank may well have used BFI Player or engaged on BFI social media platforms; o the BFI London Film Festival o the BFI Flare Film Festival o BFI Player and free video-on-demand (VoD) o BFI Southbank venue and/or BFI IMAX o Social media Full details are set out in the Invitation to Tender document. The tender deadline is 12:00 noon on 2 August 2022.