C20200461 - Adult Media Lives Research programme

Tender description

Ofcom has a requirement for the provision of longitudinal ethnographic-style qualitative research services among adults, for up to ten years, with a contract and service commencement date effective from July 2020. We are aiming to extend the Adults’ Media Lives project for five years initially with an option for three further extensions; two of 24 months and one, final one, of 12 months (i.e. a potential total of 10 years), with set up commencing in July 2020 and fieldwork running from October /November for each of the years 2020 to 2025 inclusive, or at a time that is suitable for Ofcom’s reporting cycle. It is key that as much of the current sample is retained. The current panel consists of 19 participants from across the UK, including two in Northern Ireland and two each from Scotland and Wales (see the following slide for details of the current panel). Although the intention is to retain all current participants, if any participants drop out over time, the supplier would be expected to recruit a replacement. The methodology must be consistent with previous waves. That is, the research must comprise annual, in-home, in-depth video interviews around 90 minutes in length, and be able to report using montages of participants’ views. The research must allow for a continuation of tracking among the participants in terms of their evolving relationship with digital media – how it fits into their lives, what motivates them to adopt new technologies and learn new skills, their usage habits, levels of understanding, issues and concerns about digital media.