DASA is seeking proposals that can help UK Defence develop capability in Analysing and Understanding Audiences. It is focused on identifying innovative tools, techniques and methods that have potential to aid selection, analysis and understanding of audiences.
Submissions for proposals of up to £100,000 at TRL 1 – 4 are due by 30 May 2023
Audience Segmentation – Identifies the relevant audience segments / audiences for Defence activities, including pertinent information about their beliefs, habits, attitudes and behaviours
Behavioural Insight Assessment – Identify the priority behaviour drivers for the audience segments and the potential theories of change to apply for a required activity
Narrative Assessment – Key narratives and Disinformation, Misinformation, Malinformation and Information (DMMI) across and between the segments
Information Environment Assessment (IAE) – An assessment of how information is shared by audiences. It incorporates the virtual and physical dimensions of information sharing and includes an analysis of narratives and topics (information content) as well as dissemination routes and impact (information format)
Human Environment Assessment – Analysis of the human factors that affect the operating environment, PMESII is the common analytical framework to follow. (PMESII is political, military, economic, social, information and infrastructure)
Network Analysis – Identifies the connections between audiences / audience segments
Channel Analysis – Identifies the channels relevant to the audience segments (this will be dependent on findings from the Information Environment Assessment)
Information Packs – To inform the planning of activity to deliver cognitive effect
At this stage of the competition DASA is limiting the scope to concepts, theoretical development, advancement and proof of concept research. This can include:
- approaches that are used outside of Defence and have potential for application in a Defence context; and
- innovative ideas that apply to analysing and understanding audiences in general (and in turn could be applicable in a Defence context).
