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– This opportunity is now closed –

  • Tender reference: ODI_MAPPING_01
  • Call for tenders by the Open Data Institute
  • Contact: [email protected]
  • Costed proposals due by 12:00 GMT, 10/12/2021

The objective of this work is to plan, conduct and synthesise user research on the needs of the Open Data Institute’s (ODI’s) key customers and audiences to help inform the ODI’s product and marketing strategies. The successful company will work in collaboration with the ODI, who will provide guidance, review and assistance throughout.

Summary and timeline

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Terms of payment

Payment of 50% of the agreed contract price will be made at the mid-way point, and 50% on completion.


At the ODI, our mission is to work with companies and governments to build an open, trustworthy data ecosystem.

We want a world where data works for everyone. This means getting data to those who need it, particularly in response to the UN Sustainable Development Goals.

To achieve our mission, we:

  • work with organisations to help them use better data practices
  • work with sectors and regions to ensure data is helping them
  • help interpret and apply the latest thinking around data and data infrastructure.

The ODI operates as an institute, and we also undertake commercial work that advances our mission. We undertake a wide range of activities, including conducting applied research, delivering consultancy services and training, policy recommendations, running an arts programme, and providing free tools and courses.

Our customers and audiences include governments, research organisations, public bodies, civil society, businesses, startups, artists, and philanthropists around the world. We want to commission research to help us improve our understanding of our audiences and help the ODI to become a user-led organisation. The insights from this work will help inform future activities, such as the ODI’s brand strategy, campaigns, website design, and product development.

Scope and guiding questions

This research is expected to contribute to a better understanding of the ODI’s key audiences and how the ODI can improve its messaging and offering to meet user needs and demand.

Some of the key questions we’d like you to answer include:

  1. Who are the ODI’s key audiences and customers?
  2. What are their interests, challenges and needs?
  3. How can the ODI better support or address these?
  4. How do they view the work that the ODI does?
  5. What do they value and trust about the ODI, if anything?
  6. How do they find out about the ODI?

This research will build on and add to earlier internal ODI work, including a website review and audience mapping across programmes.


The deliverables will be:

  • Summary and analysis of insights based on the research questions
  • Artefacts (for example user personas, experience maps) that the ODI can use to inform marketing and product strategy and activities, including brand and website development
  • Notes from key engagement activities, for example stakeholder interviews and workshops

Applicants should propose the format and length of deliverables as part of the tender response.

We expect project teams to:

  • work closely with the ODI team e.g. include ODI colleagues in engagement activities with relevant public, private and third sector organisations
  • attend feedback sessions with team members
  • communicate plans and progress regularly.

The ODI will provide:

  • documentation and links to existing, related work
  • access to team members involved in previous and current related work
  • suggestions and support for stakeholder engagement


The successful organisation will work in close collaboration with the ODI team to ensure the deliverables meet the needs of the project.

We anticipate there will be certain types of activity required – such as desk research, stakeholder interviews (both internal and external), workshops and engagement, assessment of research findings and drafting of output(s) – however applicants should propose specific activities and research methods as part of the tender response.


The research will need to be conducted between December 2021 and February 2022.

We anticipate that in December, the focus will be briefing the successful organisation and planning the research activities, with the main stakeholder engagement taking place in January, and the final outputs delivered by the start of February 2022. Concrete deadlines are to be agreed on as part of the contract process.

Form of tender response

Applications can be on behalf of a consortium of organisations. Interested parties should submit a costed proposal (in English) to [email protected], which includes:

  • A short (no more than five page) explanation of your proposed approach, with references to any relevant existing work or activities
  • A description of why you are best placed to deliver this research
  • A description of the team who will do the work, including biographies
  • The total value (£) of your proposal, with a breakdown of the costs by activity and people
  • A project plan with a clear description of activities, research methods, outputs from the different activities and how the will help to address the research questions outlined
  • Where required, what form of in-kind support from the ODI team would be useful
  • Targeted stakeholders that will be approached/engaged as part of this work
  • Any risks and data protection considerations

If you have any questions about the tender, please contact [email protected] quoting the tender reference. The ODI reserves the right to make both anonymised questions and answers public or shared with other organisations who have stated their interest in the tender.

Decision criteria

All proposals will be assessed as described in our public procurement policy. In addition, for this procurement we will be looking for:

  • Applications submitted by a consortium should highlight how money is being spent across the organisations involved and the roles each consortium member will be taking.
  • Alignment with the ODI’s goals and priority areas
  • Ability to deliver within the timeframe indicated