2024-736 Satisfaction surveys of AHDB customers and stakeholders

Award of Contract. AHDB intend to commission a Contract to one agency for the provision of Satisfaction Surveys of AHDB customers and stakeholders. Our farmers, growers and processors expect to see a return for the levy they pay, and these surveys form a key part of our evaluation strategy.

The Customer Insight Measure (CIM) has taken place annually since 2015, with fieldwork carried out between October and December, we intend for this pattern to continue. The last survey was completed between October and December 2024. The survey allows AHDB to evaluate its performance as one organisation, as well as being able to compare baseline levels between individual sectors. Processor levy payer respondents are asked slightly different recruitment questions to farmer/grower levy payers, given the different nature of their businesses. While the core questions across farmer/grower and processor levy payers remain consistent, the recruitment section varies, so there are some efficiencies in set up and training with the interview team, but they do need to be run as two surveys.