Common use of Research and Data Analytics Clause in Contracts

Research and Data Analytics. The Contractor shall provide research and data analytics to support the 2020 Census Integrated Communications Contract. The Contractor shall review and validate existing research, conduct additional research, and analyze data to support the overall program. The Contractor shall base the strategies and tactics of the communications program on a solid research foundation. In sum, the Contractor shall research all elements of the program across all audiences to ensure that the communications resonate with the targeted audiences based on the final communications plan that is developed after award. The creative strategies and promotional materials shall be based on validated communications strategies, ensuring that the overall intended messages are clear, compelling, persuasive, and most importantly, culturally relevant and sensitive. The Contractor and all subcontractors conducting research shall comply with the Office of Management and Budget (OMB) regulations regarding surveys and research. See link provided in Section G.4 for information on the Paperwork Reduction Act and Information Collections Policy. Examples of research work may include, but is not limited to: • Overall research plan/roadmap • Audience segmentation research • Predictive household or person level model • Copy testing • Digital usability testing • A/B testing • Historical trend analysis of attitudes • Research on emerging communications technologies and channels The Contractor shall collect and analyze a wide variety of state of the art metrics and data analytics to monitor and track the program over its lifecycle. The Contractor shall conduct on- going situational analysis to stay abreast of any changes such as political and environmental influences that could negatively impact participation rates. The Contractor shall monitor and track participation rates throughout the country. The Contractor shall collect real-time data that enables the Census Bureau to make on-the-fly changes in message content and media approach to gain the desired communications among key target audience segments and geographic areas. The Contractor shall ensure that through data analytics, the Census Bureau has a nimble and fluid program that can rapidly and decisively respond to marketplace developments with the potential to affect and improve participation. Examples of data analytics work may include, but is not limited to: • Real-time tracking and monitoring study • Real-time reporting of response rates • Communications control center The Contractor shall integrate and collaborate with the in-house research staff and the independent evaluation contractor (see Section C.6, Measuring Performance for more information) to successfully accomplish this work.