Terms of Reference (ToR) for the Recruitment of a Market Research Company in Tunisia

Department Programs and Research & Analysis

Location based in Tunisa or with offices in Tunisia

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Hedayah, the International Center of Excellence for Countering Extremism and Violent Extremism, was created in response to the growing desire from members of the Global Counter-Terrorism Forum (GCTF) and the wider international community for the establishment of an independent, neutral, and multilateral center devoted to dialogue and communications, capacity building programs, research and analysis to counter extremism and violent extremism (or terrorism) violent extremism in all its forms and manifestations. During the ministerial-level launch of the GCTF in New York in September 2011, the United Arab Emirates (UAE) offered to serve as the host of Hedayah. In December 2012, Hedayah was inaugurated with its headquarters in Abu Dhabi, UAE. As a leader within the countering extremism and violent extremism (or terrorism) community, Hedayah works to enhance understanding and share good best practices to effectively build the capacity of countering extremism and violent extremism (or terrorism) actors across the globe to promote tolerance, stability, and security. For more information, visit https://www.hedayah.com/.

Service Provider Role

Hedayah is looking to hire a service provider – a market research company, based in Tunisia or has offices in Tunisa, to support Hedayah’s activities in Tunisia to conduct qualitative and/or quantitative research to support evidence-based programming and strategic communications, messaging and counter-messaging campaigns in Tunisia.

The selected service provider/market research company will be responsible for:

Designing and conducting a series of focus group discussions (FGDs) (qualitative and/or quantitative) targeting specific segments (e.g., youth).
Generating data and analysis (gender disaggregated) to inform programming and campaign design, message testing, and communication strategies.
Assessing audience vulnerability, influence channels, content preferences, and perception trends.
Presenting actionable insights and recommendations based on findings.

Scope of Work & Deliverables

The service provider’s responsibilities are divided into two main pillars:

Pillar 1: Designing and conducting a series of FGDs:
- Define the problem through conducting desk research and contextual mapping.
- Develop a research plan & methodology and research design formulation for conducting a Total of 6 FGDs with 4-6 participants

Identify and recruit participants for FGDs across targeted geographic and demographic groups, as follows:

Target Audience: Tunisian youth, Young men and women: 3 male FGDs, 3 female FGDs (12-18 male participants, 12-18 female participants)
Total number of participants: 24-36 participants
Age Group: 18-34 years of age.
Location: 3 locations (Central, Northern, and Southern regions in Tunisia)

*One location will be selected as a catchment area in each region (in city locations, a suburb/ neighbourhood; in rural / non-urban locations, may be a village or small town: ideally at least one urban and at least one rural).

Finalized approach to sampling within these criteria to be confirmed based on consultation with the selected service provider.

Pillar 2: Analysis of Findings of FGDs and Presentation of Actionable Insights and Recommendations:

Gather relevant data and document FGDs activities (to include taking photos as well if requested by Hedayah).
Ensure gender-sensitive and inclusive data collection.

Interpret data and findings. This will also include providing translation from Arabic and French into English.

Provide full transcripts/notes, data sets, and clean, analyzed findings. This will also include providing translation from Arabic and French into English.

Present the findings in a visual and engaging format (presentation, dashboard, etc.).

Present actionable insights and recommendations based on findings of FGDs.
Deliver a final report in English (to include translation from Arabic and/or French) with key insights and recommendations.

All above-mentioned deliverables and activities shall be coordinated and submitted to Hedayah (to dedicate a shared folder), according to an agreed schedule to be discussed with the selected service provider, ensuring timely access to all materials including but not limited to the FGD coverage, documentation, scripts and photos.

Deliverables and delivery dates:

Deliverables

Target deadline for deliverable

Duration

1. Pillar 1: Designing and conducting a series of FGDs

1.1 Define the problem through conducting desk research and contextual mapping.

1.2 Develop a research plan & methodology and research design formulation for conducting a Total of 6 FGDs with 4-6 participants

1.3 Identify and recruit participants for FGDs across targeted geographic and demographic groups, as follows:

· Target Audience: Tunisian youth, young men and women: 3 male FGDs, 3 female FGDs (12-18 male participants, 12-18 female participants)

· Total number of participants: 24-36 participants

· Age Group: 18-34 years of age.

· Location: 3 locations (Central, Northern, and Southern regions in Tunisia)

Finalized approach to sampling within these criteria to be confirmed based on consultation with the selected service provider.

Month 1-Month 2

2. Pillar 2: Analysis of Findings of FGDs and Presentation of Actionable Insights and Recommendations:

2.1 Gather relevant data and document FGDs activities (to include taking photos as well if requested by Hedayah).

2.2 Ensure gender-sensitive and inclusive data collection.

2.3 Interpret data and findings. This will also include providing translation from Arabic and French into English.

2.4 Provide full transcripts/notes, data sets, and clean, analyzed findings. This will also include providing translation from Arabic and French into English.

2.5 Present the findings in a visual and engaging format (presentation, dashboard, etc.).

2.6 Present actionable insights and recommendations based on findings of FGDs. This will also include providing translation from Arabic and French into English.

2.7 Deliver a final report in English (to include translation from Arabic and/or French) with key insights and recommendations.

Month 2-Month 3

Reporting requirements

• The selected bidder shall submit periodic reports as may be agreed on the work plan and shall maintain regular communication with Hedayah’s team for guidance, feedback, and coordination to ensure the successful execution of all project phases.

Qualifications & Experience:

The selected bidder should fulfill the following requirements:

Legally registered as a market research and/or consulting company and based in Tunisia.
Proven experience in conducting qualitative and/or quantitative research in Tunisia and broader MENA region.
Demonstrated capacity in audience analysis, message testing, and behaviour change research.
Experience working with international organizations, NGOs, or donors is a strong asset.
Fluent in Arabic and French (English is a plus). Experience in using ethical research practices and safeguarding principles.

Technical and Financial Proposal

For a proposal to be considered as comprehensive and to meet Hedayah’s requirements; each bidder shall submit a proposal that includes the following sections:

A- Administrative requirements including the following:

Company Profile.
References.
Legal documents and proof of company registration in Tunisia.

B- Detailed technical proposal includes the following:

A technical proposal including approach, methodology, and team composition.
Samples of past similar research assignments.
CVs of key staff who will be involved in the assignment.

C- Detailed financial proposal in Canadian Dollars (CAD) covering the works and services mentioned in section 3 herein “Scope of Works and Services” and any other relevant costs and/or expenses which will include but not limited to:

Taxes and charges.
Transportation expenses to (3 locations – Central, Northern, and Southern regions in Tunisia – TBC).
Venue and catering for FGDs

Language of Proposal:
All proposal’s sections and any supporting documents and references should be submitted in English. Any documents in different languages should be accompanied by an attested translation to English otherwise it won’t be accepted or weighted.

How To Apply & Submission deadline

Submission Deadline

Full proposals should be submitted by May 16th, 2025, by 11:59 pm GM time to media.proposals@hedayah.ae. and CC: procurement@hedayah.ae.

Late submissions will not be considered.

Clarifications
Any request for clarification should be sent to media.proposals@hedayah.ae, and CC: procurement@hedayah.ae. no later than April 30th, 2025.

Late clarifications will not be considered.

Evaluation Criteria
Proposals will be evaluated based on the following criteria:

Technical Proposal (70%).
Financial Proposal (30%)
Bidders are responsible for all the costs incurred in preparing their proposals. Hedayah is not obliged to reimburse any relevant costs.