Conduct user insight research/develop personas to inform development of services/communications to s

Tender description

Public Health Wales are seeking to commission a suitably qualified and experienced agency to undertake insight research and develop a suite of personas. These personas will be used to directly inform the development of support services and communication to smokers, recognising as rates reduce an increasingly targeted approach will be needed. Public Health Wales require the successful agency to undertake insight research using appropriate methodologies to inform the development of a suite of personas, including subgroups, representing important groups of the Welsh public with similar cognitive, psychological, behavioural and social drivers of their smoking behaviour and similar barriers to smoking cessation. The successful partner working with Public Health Wales will: • identify and recruit a sample of adult smokers resident in Wales using agreed audience indicators (enough of the right people); • use qualitative and quantitative data/evidence supplied by Public Health Wales to support the development of question schedules; • conduct qualitative data gathering, and; • synthesise the data to produce a suite of personas and subsets.