IWM/2526/APE/3466: Audience Segmentation Development Project for Imperial War Museums

Imperial War Museums awarded a contract to DJS Research Ltd for £112,500 on 13 November 2025 to develop a comprehensive audience segmentation system. The project will replace IWM's existing 2015 segmentation model and create a bespoke, inclusive segmentation framework to support decision-making across communications, marketing, digital, learning, and programming functions. The deliverables include audience segments reflecting both current and potential audiences, an internal engagement programme to ensure adoption across the organisation, and support for reaching new audiences while serving existing ones.