London Transport Museum Annual Visitor and Market Research
Contract Value:
-
Notice Type:
Prior Information Notice
Published Date:
27 March 2026
Closing Date:
Location(s):
UKI LONDON (UK UNITED KINGDOM)
Description:
Seeking a research partner to deliver audience insights and support the Museum's evolving needs over the next three to five years, leveraging innovations like AI and best practices.
For the past decade, London Transport Museum has conducted regular onsite customer satisfaction research to understand the experiences and motivations of visitors, retail shoppers and café customers. This long running programme has provided essential insights into satisfaction, visitor demographics, operational performance and brand awareness, enabling the Museum to track trends, benchmark performance and support annual planning. The Museum is now entering a new phase. Following a recent total market survey and segmentation refresh, and with a new CRM system enabling post visit email surveys from 2027/28, we are updating our approach to ensure continued robustness while reflecting changing organisational needs. Upcoming capital developments will also require more frequent insights into visitor experiences as spaces evolve, and this piece of ongoing research will be required help test themes and ideas with audiences during this period of change. We are therefore seeking a research partner who can, for the next three to five years, deliver reliable, unbiased audience insight while embracing innovations such as AI and best practice methodologies. The supplier will help us understand motivations, expectations, experiences and profiles across Museum, Retail and Catering audiences; keep our segmentation framework active and insightful; and provide timely reporting to support internal decision making, planning and stakeholder reporting. The purpose of this preliminary market engagement is to source a research partner who can contribute to developing the most effective method for delivering the research.
This engagement notice is being published by TfL on behalf of London Transport Museum and seeks to obtain insight, feedback and market perspectives from potential research partners on how our future audience insight programme could best be delivered. London Transport Museum is carrying out this early market engagement to help shape the next phase of its audience insight programme. For the past ten years, the Museum has relied on regular onsite research to understand who our visitors are, what motivates them, and how they experience our Museum, shop and café. This work has been central to our planning and has helped us track trends over time. With updated segmentation, a recent market wide survey and a new CRM system on the horizon that will allow for post visit surveys from 2027/28, it now feels like the right moment to review and refresh our approach. We also have several major capital projects coming up, which means we'll need more frequent and flexible insight as our spaces change and develop. That's why we're asking the market for views on how a future three to five year research programme could be delivered in a way that stays robust but also makes the most of new ideas, including the use of AI. Your feedback at this stage will help us test our assumptions and refine our specification before we move to tender. This exercise does not form part of any formal procurement process. All responses will be carefully considered but will not bind TfL to any approach to the procurement, nor will responses be treated as conveying any promise or commitment on the part of the respondent. This Early Market Engagement (EME) is to inform the market of LTM's potential upcoming business requirements. Prior to commencing any procurement activities, we wish to better understand the market appetite by requesting you register your interest by completing the MS forms questionnaire: https://forms.cloud.microsoft/e/sJvrc3xR2E by the deadline of 5pm on Friday 10th April 2026. Please email emeliawilson@tfl.gov.uk and bediakilic@tfl.gov.uk to obtain a copy of the draft specification and/ or if you have any questions in regards to this opportunity. TfL reserves the right to conduct further market engagement in the future if required.