📋 Tender Overview
Contract awarded for This customer research - 2024 lot-0001, title: lot 1: online quantitative research, description: this lot concerns the entire domain of quantitative research within ns (mainly online but also by phone and in writing) with the exception of brand tracking (see lot 2) and face-to-face quantitative research (see lot 3). ns substantiates choices that affect the customer where possible with customer insights. often, these customer insights are derived from existing data available at ns. however, if this is not available, customer research is set up to gather new insights. ns distinguishes three forms of customer research within this lot; ad hoc research - one-time studies on a specific issue, repeat measurements - e.g. 0- and 1-measurements or other recurring measurements without a fixed frequency and with room to adjust the questionnaire between measurements, monitoring - long-term studies with a fixed frequency that always have exactly the same format to ensure comparability. this lot includes these ad hoc studies, repeat measurements, and monitoring that have a quantitative nature and are not conducted face-to-face. over the past years, ns has conducted dozens of quantitative studies annually within lot 1. within this lot, approximately 675,000 euros per year has been spent in the past two years. the estimated value of this lot over a period of four (4) years across the three (3) framework agreements is 2.7 million euros. the bidder cannot derive any rights from this amount. objective the intended result of this lot is to conclude a maximum of three (3) framework agreements*. * if ns has an assignment, it will be requested in a mini-competition from the suppliers with whom ns has concluded a framework agreement for this lot. this process will be further described and elaborated in the award guidelines. maximum value the maximum value, calculated over the maximum duration of the framework agreement, amounts to: € 3,400,000,- (total over three (3) framework agreements), excluding indexations. if this maximum value is reached before the end of the term of the framework agreement, the framework agreement is exhausted, and we are entitled to terminate the framework agreement in accordance with what is stipulated in the framework agreement. additionally: this concerns a maximum value and not an estimate. an estimate of the number of customer studies is provided in the above paragraphs. no rights can be derived from this estimate. lot-0002, title: lot 2: brand tracking, description: this lot includes brand position tracking, quantitative pre-tests, and effect measurements of communication campaigns and social media tracking. ns uses various online and offline media and resources (owned and paid) to achieve its goals in awareness, sales, customer satisfaction, and loyalty. in addition, ns employs a media and resource mix to support sales and brand campaigns. in the brand tracking lot, customer research is requested that provides insight into the effectiveness of conducted (social media) communication campaigns in relation to objectives. furthermore, ns wishes to track the brand position throughout the year and make the influence of communication campaigns on the brand position transparent. the brand positioning is defined in four (4) internal brand values and corresponding customer responses. the internal brand values are: proactive, hospitable, connecting, and professional. based on insight into the effects of marketing communication efforts and the development of the brand position, ns should be able to improve its campaigns. the following is expected from the bidder: conducting the research; after conducting the research, the bidder must advise whether and what adjustments are needed to improve the effectiveness of the campaign so that communication and/or brand objectives can be achieved; based on the research, the bidder should also be able to advise on the effectiveness of communication plans. additionally, the ambition is to better clarify the accountability of marketing communication with the effects of marketing communication and the development of the brand position. for the brand tracking, a measurement is conducted weekly. in addition, approximately ten (10) campaigns have been measured annually in recent years. within this lot, approximately 350,000 euros per year has been spent in the past two years. the estimated value of this lot over a period of four (4) years is 1.4 million euros. the bidder cannot derive any rights from this amount. objective the intended result of this lot is to conclude one (1) framework agreement. maximum value the maximum value, calculated over the maximum duration of the framework agreement, amounts to: € 1,800,000,-, excluding indexations. if this maximum value is reached before the end of the term of the framework agreement, the framework agreement is exhausted, and we are entitled to terminate the framework agreement in accordance with what is stipulated in the framework agreement. additionally: this concerns a maximum value and not an estimate. an estimate of the number of customer studies is provided in the above paragraphs. no rights can be derived from this estimate. estimated value excluding vat: none .This customer research - 2024
