1. OBJECT.

15 April 2021 - Colombia Diversa, Dejusticia and Sentiido (Juntres) are calling for people or organisations with expertise in behavioural science or psychology in the field of communications, for a consultancy focused on the psychology/behaviour of Whatsapp and social media audiences, in order to understand what content moves people's emotions, invites them to share and mobilise, in relation to LGBT people.

1. ACTIVITIES. 

2.1 Preparation. As part of the preparation the consultant team is expected to read the Social Media Consultancy Results, as well as the materials provided by the three organisations and have an introductory meeting. The consultant team should know, handle and understand the results of the previous consultancy and have a meeting with the three organisations to resolve any doubts or questions.

It will also be expected to present a work plan including elements such as the origin and selection process of the focus group participants, dates of the focus groups, costs of transport, refreshments, venue, etc.) as well as the informed consent form to be used. These documents will be presented to the three organisations and they will give feedback, request adjustments and changes.

2.2 Identifying Elements to Test in Focus Groups.  From the information provided, identify key messages, campaigns, colours, words and images to test in the focus groups. It is expected, when running the focus groups, that two types of messages will be tested:

1. With which disinformation strategies on LGBT people such as gender ideology, MAP, TERF, among others, were disseminated.
2. Test words, messages and images, among other strategies to respond to these disinformation campaigns, based on the results of the Social Media Consultancy, which will be provided by Juntres. These should include testing the images and proposals from the Social Media Consultancy.

2.3 Development of Focus Groups. Develop (3) three focus groups, each with at least one with at least one 9 persons. The consultant should seek and agree with the participants on the conditions and consents. Before each group, the consultant should present the composition of the focus group to Juntres.

The focus groups will include gender representation (50% men, 50% women), different ages (with greater representation of 40+), religions (Catholic, Christian and non-religious), and different socio-economic backgrounds (strata 1 to 6, but with greater participation from strata 1, 2, and 3) as well as rural and urban backgrounds, to assess:

1. The impact, functioning and reach of the messages in 2.2 (both disinformation and positioning messages).
2. To identify the communication practices and uses of the participants (Whatsapp and/or social networks) in order to understand which are the most used sources of information, the use they make of their social networks and the criteria by which they decide whether or not to share content.
3. Social media usage habits of participants: times when they connect most, content they consume and share most, networks they use most, sources of information and what kind of posts they comment on.
4. Test the aspects identified in point 2.2.

2.4 Analysis and strategies. Based on the results of the focus groups, the consultant team is expected to analyse the recordings and the results, as well as hold meetings and interviews with Juntres, with the objective of specifying communication strategies for civil society organisations to counteract this type of disinformation and fear campaigns, based on elements such as words, narratives, messages, colours, images, among others.

2.5. Preparation of documents. Realise the following products:

1. Outcome and analysis of the focus groups, learning, recommendations and results.
2. Audience analysis with segmentation (age, socio-economic status, beliefs, among others) and their reaction to different messages, pieces, campaigns and images.
3. Analysis of results of digital practices from focus groups, answering questions such as:

• What drives people to share more messages via WhatsApp and/or Facebook?
• How do we use these emotions to our advantage?

1. Key tools for the creation of social media campaigns, identifying from the focus groups, the most effective words, strategies, messages and images for misinformation as well as those to stop it and position LGBT rights.

2.6. Workshop and presentation of results. It is expected that the documents of point 2.5 as well as the results of the focus groups will be presented.

III. PRODUCTS. 

The consultancy will have the following outputs:

3.1 Recording and Preliminary Report. Recording of the focus groups conducted and general analysis report of the outcome of each focus group, including: learnings, results and initial recommendation, and overall feedback from participants.

3.2 Audience Segmentation Report. In this document, it is expected that the consulting team will propose an analysis of factors (age, socioeconomic status, religious beliefs, political affiliation, geographic origin [person born in Bogotá versus people who came from outside Bogotá]) from the focus groups: what are the elements (keywords, emotions, colours) that lead to believe, spread, or reject a message? What are the practices and the habit of use of social networks of the participants? (the above in terms 2.3b).

3.3 Report of Results and Recommendations. To present in a report the results of the testing of different images, campaigns and words, both for and against misinformation, and in relation to LGBT people. Determine in this report which messages, images, colours, among other elements, are the most effective, and at the same time generate recommendations and adjustments to actions to better reach different population groups in a segmented way.

It is expected that the consultant will be able to provide recommendations e.g. for middle class, religious men, voice messages are the optimal instrument to reach this population group, also using words such as X or Y. 

3.4 Workshop and Training for Juntres. As a last product/action, a training/workshop for people from Colombia Diversa, Sentiido and Dejusticia is expected.

The three organisations (Colombia Diversa, Sentiido and Dejusticia) may establish additional technical guidelines to specify or delimit the scope or expectations and format of the products, without altering the stated purpose. 

1. REQUIREMENTS.

• Undergraduate degree in Anthropology or Sociology (ideal if they have planning experience)

• Undergraduate degree in Advertising/Marketing and/or related specialisation (with focus on market research, neuromarketing)

• Undergraduate and/or specialisation in psychology (preferably consumer psychology)

• Experience in Anthropology or Sociology. Minimum 3 years of demonstrable experience in advertising agency or social media behavioural analysis.

• Experience in Advertising and/or Marketing. At least 3 years of demonstrable experience in market research (both online and offline).

• Experience in psychology. Minimum 2 years of experience in consumer psychology (ideally with neuromarketing knowledge)

• Ideally, if you have a background in human rights, preferably in sexual and gender diversity issues.

1. EXECUTION TIME. 

The contract will run until 30 August 2021. Below is a suggested work plan. Please note that the dates in red are fixed and cannot be changed:

• • April 2021. Selection, Contract and Preparation. Conclusion of the Contract and preparation of the Work Plan to carry out the focus groups. In addition, the consultant team should prepare the informed consent forms to be used.
  • First week of May 2021. Work Plan and Informed Consent Forms are submitted for approval. The presentation of the Work Plan (origin of the people called for focus groups, dates of the focus groups, costs of transport, refreshments, place where they will be held, etc.) as well as the informed consent form to be used is expected by this date. These documents will be presented to the three organisations and they will give feedback, request adjustments and changes.
  • May and June 2021. Focus Groups. Realisation of the three (3) Focus Groups where at least 2 of them must be face-to-face and in compliance with biosecurity standards. If this is not possible due to public health conditions, Juntres will analyse the situation and establish a solution. Once the 3 focus groups have been completed, the recordings of the focus groups must be sent to Juntres.

• 10 July 2021. Presentation of the Preliminary Report (3.1) including learnings, results and initial recommendation, and overall feedback from participants.

• • 31 July 2021. Presentation of the Audience Segmentation Report (3.2) which includes an analysis of factors (age, socio-economic status, religious beliefs, political affiliation, geographic origin [person born in Bogotá versus people who came from outside Bogotá]), what are the elements that lead to believe, spread, reject a message, identifying elements such as keywords, emotions, colours, among other aspects?
  • 15 August 2021. Presentation of the Report on Results and Recommendations (3.3). This report contains the provisions set out in point 3.3 of these terms of reference.

• 15 to 30 August 2021. Conducting the workshop/presentation of results. In this period of time it is expected that the results will be presented in a workshop/training. The date should be consulted with and accepted by the three organisations.

1. VALUE AND PAYMENTS: 

The contract will have a value between 20,000,000 (COP) and 28,000,000 (COP), which will include:

• Costs of the professional people who make up the consultancy team.
• Costs associated with focus groups (transport, refreshments, accommodation, payments to participants, rental of equipment for recording, presenting images/colours/strategies, etc.).
• All other costs necessary to realise the above-mentioned products.

6.1. 50% from the start of the project to the signature of the contract and the delivery and approval of the work plan.

6.2 30% against delivery of: Delivery of documents 3.1, 3.2 and 3.3.

6.3 20% by running the workshop for Colombia Diversa, Dejusticia and Sentiido.

VII. INSTRUCTIONS: 

7.1: Documents. 

Send the following documents:

• Qualification:

1. 1. 1. Resume(s) of the person(s) of the team that will implement the project;
      2. The updated RUT of the person (natural or legal) who would sign the contract. In the case of legal entities, send a portfolio or description of the entity.

• Identification:

1. 1. 1. Citizenship card (in the case of natural persons)
      2. Certificate of Existence and Legal Representation (in case of legal entities).

• Experience: Demonstrable experience in the fields requested (Portfolio of previous work in consumer psychology, neuromarketing and anthropology/sociology in digital environments). Certifications or contracts proving experience may be requested.

• Value and proposition: Work proposal with disaggregated budget.

These documents should be sent to the post office: 

editorial@sentiido.com

comunicaciones@colombiadiversa.org

mmadrid@dejusticia.org

with the Subject: Consultancy 1 - Understanding Audiences (Focus Groups)

7.2 Deadline: Proposals may be submitted until 11:59pm on 28 April 2021.

7.3 Selection Process: An evaluation and selection process will be carried out by a committee of the three organisations. Among other criteria, experience, quality and economic value of the proposal will be evaluated.

Proposals submitted without the required documents may be automatically rejected if they are not supplemented within 48 hours following a request for correction sent by e-mail.

Interviews may take place, if deemed necessary, with the pre-selected natural or legal persons.

VIII. ADDITIONAL INFORMATION: 

If selected, a performance and advance payment policy must be taken out.

Please note that this project is not tax exempt and withholding taxes will apply.