Location: Phnom Penh
1. Background
The European Union (EU) in Cambodia is implementing the multi-year communication and visibility campaign “EU, Here With You” (HWY), aimed at strengthening awareness, recognition, and perception of the EU among Cambodian youth (18-35 Cambodian youth, urban, peri-urban, and rural). The campaign includes audiovisual production, digital dissemination, outdoor visibility, and youth- focused events implemented throughout 2025–2027. See annex for full HWY campaign breakdown. To assess effectiveness and guide strategic adjustments, the EU requires a recurring impact study to measure campaign performance and evolution of youth awareness and perception. This Terms of Reference defines the requirements for the design and implementation of the EU, Here With You campaign impact study over the 2026–2027 period.
2. Objective of the Assignment
The primary objective of this assignment is to measure the impact of the “EU, Here With You” campaign in Cambodia.
The study should assess the effectiveness of the campaign in strengthening awareness, recognition, and perception of the European Union among Cambodian youth following campaign rollout. The survey will serve as the official campaign impact measurement tool for the 2026–2027 implementation period.
1.1 Specific Objectives
The impact study must primarily assess:
- Campaign awareness and recall
- Recognition of campaign messaging and visuals
- Association between the campaign and the European Union
- Perceived relevance and credibility of campaign messages
- Overall campaign visibility across channels
In addition, the study will capture broader contextual indicators to support interpretation of campaign impact, including:
- General awareness of the European Union
- Perception and trust towards the EU
- Recognition of EU thematic areas (education, environment, clean water)
- Youth media consumption habits
These contextual indicators will complement the main campaign impact measurement objective.
3. Survey Frequency and Coverage
The contract will cover recurring survey waves between 2026 and (December) 2027.
A total of 4 surveys are to be done during the contract period, with a general note that each survey needs to take place every 6 months.
The assumed schedule is as follows:
- June 2026
- December 2026
- June 2027
- November/December 2027
Contractors can suggest other schedules to fit their proposed surveys within their proposals.
Contractors are encouraged to specify specific timelines between the surveys and the final assessments based on the above schedule.
Surveys need to cover both urban and rural Cambodian youths countrywide.
4. Scope of Work
The contractor will be responsible for the full design and implementation of the impact study/assessment
4.1 Methodology Design
The contractor shall proposal a methodology to measure the campaign impact among Cambodian youth aged 18-35.
The methodology must:
- Provide statistically meaningful results
- Ensure comparability between surveys and progression of results over time
- Remain feasible for the target audience to give relevant and un-biased results
The contractor should propose a combination of qualitative and quantitative as relevant. We expect a lighter approach on qualitative.
4.2 Measurement Framework
The impact study should be designed primarily as a measurement of the EU “Here With You” campaign impact, while also capturing broader indicators related to EU brand awareness and perception among Cambodian youth to better understand the impact of the campaign.
The methodology used must ensure consistency across survey waves and allow comparison over time, with co0nnection in the analysis made.
The study should combine quantitative survey data with light qualitative insights where relevant, in line with the 2026 campaign work.
Main indicators (campaign impact)
- Awareness and recall of the “EU, Here With You” campaign
- Recognition of campaign visuals, messaging, or content
- Association between campaign content and the EU
- Perception shifts linked to campaign exposure (if any)
- Visibility and exposure across communication channels (where did you see us?)
- Others as contractor suggests
Secondary indicators
- General awareness of the EU
- Recognition of EU activities in Cambodia
- Perceived relevance and credibility of EU support
- Thematic associations (education, environment, clean water)
- Media and content consumption habits of youth
These indicators should remain concise and support interpretation of campaign results.
4.3 Questionnaire Development
The contractor shall:
- Develop questionnaire in their proposal (English & Khmer)
- English is for internal approvals, survey to be done in Khmer
- Ensure clarity, accessibility, and youth-friendly language
- Maintain core questions across waves for comparison or addition of comparison questions post-first survey (as identified)
- Keep the questionnaire concise and simple
- Incorporate visual or messages recognition testing where relevant
The questionnaire is to be approved at the same time as the contractor is approved for work or as a part of the first payment release on contract signage.
4.4 Data Collection
The contractor shall:
- Recruit and train enumerators
- Conduct data collection
- Ensure quality control and validation
- Ensure ethical and anonymous participation
Prepare and have participants sign any needed data collection and data protection notes as needed
The contractor may propose appropriate data collection methods, including:
- Face-to-face surveys
- Digital/mobile surveys
- Hybrid approaches
Final approach subject to approval.
4.5 Analysis and Reporting
For each survey wave, the contractor must deliver:
1) Clean dataset (excel or other format)
2) Analytical report including:
a) Campaign impact findings
b) Comparative analysis vs previous wave (if any; if it's the first, we can compare to the perception report from 2023 on general EU perception)
c) Key perception trends
d) Actionable communications insights
3) Presentation of findings (PPT format or similar)
4) Raw anonymised dataset (each wave)
The reports must focus on clear, actionable insights for communications strategy decision-making (such as types of content, trends, platforms, what content to continue and what not to, among others)
5. Deliverables per Survey Instance
For each wave, contractor shall deliver:
- Methodology note (as a reference, given this will be pre-approved from the start and not changing)
- Approved questionnaire (likewise approved from the start and generally won’t change)
- Clean dataset
- Analytical report
- Presentation of findings
- Comparative analysis
6. Timeline
General assumed schedule:
- Wave 1: mid 2026 or sooner
- Wave 2 end of 2026 or early 2027
- Wave 3: mid 2027
- Wave 4: end of 2027, before December 19th
Deadline specifications to be approved in concept phase and before contracting.
7. Budget
Total budget for scope of work: USD 21,265.00 (inclusive of all fees and taxes)
Bidders must submit:
- Cost per survey wave
- Cost for two-wave package
- Cost for four-wave package (if activated)
- Breakdown of costs (design, fieldwork, analysis, reporting)
8. Eligibility and Qualification Requirements
- Eligibility and qualification will be assessed only on documented evidence submitted in the proposal.
- Assessment will not consider company reputation, prior informal knowledge, or perceived standing. Only information contained in the proposal will be evaluated.
- To be considered eligible, bidders must meet the following minimum requirements:
1.1 Eligibility Requirements
Bidders must:
- Be a legally registered entity permitted to operate in Cambodia or internationally
- Have a minimum of three (5) years operational experience in survey research, market research, or perception studies
- Demonstrate completion of at least two (2) comparable survey or research assignments in the past five years (previous survey work in branding and perception is an asset and preferred)
Proof must be provided in the form of:
- Company registration documents
- Portfolio and/or project references
- Sample of similar reports (can be redacted, but need to showcase expertise)
Failure to meet any mandatory requirement will result in disqualification.
8.2 Minimum Technical Capacity Requirements
Bidders must demonstrate, through their proposal:
- Capacity to design and implement perception or impact surveys
- Ability to conduct data collection in Cambodia
- Availability of personnel for survey implementation and analysis
Ability to deliver analytical reporting in English Evidence must be provided through:
- Description of proposed methodology and questionnaire
- Team composition and roles
- Sample previous outputs
Only information included in the submitted proposal will be considered.
9. Evaluation Criteria and Methodology
The evaluation will be conducted using a structured scoring system to ensure fairness, transparency, and replicability across evaluators.
Scoring will be based on solely the content in the submitted proposals.
No scoring will be based on prior knowledge of the bidder or subjective perception of company reputation.
Breakdown of evaluation table:
|
Criteria |
Scoring |
|
Technical Evaluation |
80 pts |
|
Methodology and approach |
30 pts |
|
Understanding of assignment |
15 pts |
|
Data quality and analysis plan |
20 pts |
|
Reporting |
15 pts |
|
Financial Evaluation |
20 pts |
|
Total |
100 pts |
9.1 Technical Evaluation
Technical proposals will be evaluated against the following criteria
9.1.1 Methodology and approach
Total of 30 points. Assessment is based on:
- Clarity of proposed methodology
- Relevance to campaign impact measurement
- Logical structure of sampling and data collection approach
- Feasibility of implementation
- Ability to ensure comparability across survey waves
1. Scoring guide:
0–10 = unclear or incomplete
11–20 = acceptable but limited detail 21–30 = clear, structured, and fully aligned
9.1.2 Understanding of Assignment
Total of 15 points. Assessment based on:
- Demonstrated understanding of campaign impact measurement
- Integration of both campaign-specific and contextual indicators
- Clear linkage between objectives and proposed approach
Scoring guide:
0–5 = limited understanding 6–10 = adequate understanding
11–15 = strong and well-articulated understanding
9.1.3 Data Quality and Analysis Plan
Total of 20 points. Assessment based on:
- Data validation approach
- Quality control mechanisms
- Clarity of analysis framework
- Comparative analysis approach across waves
Scoring guide:
0–5 = insufficient detail 6–10 = acceptable 11–15 = clear and robust
9.1.4 Reporting & Analysis
Total of 15 points. Assessment based on:
- Clarity of proposed reporting structure
- Ability to generate actionable insights
- Presentation format
- Usefulness for communication decision-making
Scoring guide:
0–5 = limited usefulness 6–10 = acceptable
11–15 = clear and decision-oriented
9.2 Financial Evaluation
Financial proposals will be scored using a proportional formula: Lowest priced technically compliant bid receives maximum points (20). Other bids scored using:
Score = (Lowest price / Bid price) × 20
Please send CV and cover letter to
Email: channyN@landell-mills.com
Phone:
Website: https://www.landell-mills.com
Please mention "www.Cambodiajobs.Biz" where you saw the ad when you apply!
