The primary aim of this research project is to develop a segmentation model for the Welsh agricultural industry which can then be used to determine likely impacts of CAP reform proposal on different types of farming businesses/styles.

The secondary aim is to allow the Welsh Government to more effectively target communications and policy implementation to the agricultural industry.

The key objectives of this project are:

- To undertake an analysis of the values, attitudes and behaviours of the farming sector;

- To undertake segmentation analysis, indentifying the dominant farming styles within Wales;

- To identify the drivers and barriers for business decisions and practices.

The Welsh Government, on behalf of the Welsh Ministers, will be conducting this procurement exercise through the etenderwales portal https://etenderwales.bravosolution.co.uk Tender documents and other information must be downloaded from and returned through this portal. If you require any further assistance the BravoSolution helpdesk is available on:

Email: help@bravosolution.co.uk Phone: 0800 368 4850 / Fax: 020 7060 0480

Full information in accessing the portal is found in Section VI.3.