Qatari Audience Analysis

Description

EXECUTIVE SUMMARY The U.S. Embassy in Doha Public Affairs Section (PAS) is pleased to announce an open competition for one cooperative agreement through this Notice of Funding (NOFO). This is an opportunity to conduct a comprehensive audience analysis study on Qataris in Qatar and implement a program to help address the underlying factors identified in the study. This NOFO outlines PAS’s funding priorities, strategic focus, and the procedures for submitting requests for funding. Please carefully follow all instructions below. Pending the availability of funds, it is U.S. Embassy Doha’s intent to award one cooperative agreement for the winning proposal for an estimated total amount of $250,000 over the course of one year or less, depending upon the successful completion of goals. PROGRAM DESCRIPTION The Public Affairs Section at the U.S. Embassy in Qatar invites proposals for a comprehensive audience analysis study of Qataris in all of Qatar, inside and outside the capital. The study should encompass a good cross-section of Qatari society from different age groups, socioeconomic backgrounds, locations of residence, religions, culturally immersive backgrounds and tolerance levels, travel backgrounds, educational backgrounds, genders, ethnic backgrounds, tribal affiliations, professions, etc. Analysis at a minimum should be descriptive with additional inferential analysis based on causation/correlation of attitudes and behaviors preferred. On completion of study the implementing partner will be required to propose between 4 to 5 key project activities to help address the underlying factors, identified in the audience analysis study. Examples of such activities can include: 1. Gather information about the Qatari population, its likes and dislikes, favorite pastime activities and places to visit, etc. With the help of this data, conceptualize and design a series of public events to help the U.S. Embassy engage with the Qatari population on promotion of U.S. objectives (cultural exchanges, study in the USA, STEM, and advancing U.S.-Qatar relations, e.g.) in close collaboration with the U.S. Embassy. 2. The Public Affairs Section is interested in learning how Qataris engage with the media, how they communicate with one another, where they convene, and what voices they consider to be credible. Based on your research, develop a strategy to help improve information dissemination and content creation on the right platforms for greater reach to target audiences. The grant will help strengthen ties between the U.S. and Qatar through public diplomacy programming by funding an audience analysis study that will paint an accurate and representative picture of Qatari society and its attitudes and behaviors and help implement several activities to help address findings from this study. This data will be crucial for PAS in its mandate to engage and understand Qatari audiences, to help in crafting its messaging and policies accordingly, knowing where to locate and how to reach and contact Qatari core audiences. Specifically, this data will help inform PAS of the attitudes and behaviors of Qataris on social, political, cultural, religious, familial, educational, and economic issues, among others, as well as toward Americans, the United States, its foreign and military policy, ISIS, the GCC, Israel, the Palestinian Territories, Syria, Yemen, Russia, Iran, China, etc. Any study should, at a minimum, break down audiences’ behaviors and attitudes by age, gender, location of residence (Doha and the rest of the country), socioeconomic background, education, cultural immersion, religions, genders, ethnic backgrounds, tribal affiliations, professions, etc. Furthermore, PAS is interested in learning how and where Qataris gather their news, how they communicate with one another, where they convene, what voices they consider to be credible, and what news is of interest to them, e.g. Additional inferential analysis based on what might cause a behavior or attitude change is highly preferred. Understanding how or whether audience perceptions changed after the Gulf conflict would also be informative. Finally, having the grantee address the findings of this study and propose concrete, actionable steps to remedy any negative impressions, in addition to any public-facing programs, would help PAS in tailoring future programming in Qatar. This study will help the Qatari population, in general, by helping the Embassy better understand the host country natives and help further Embassy objectives of promoting cross-cultural understanding, cultural exchanges, study in the USA, and bilateral relations. Applicants are asked to submit a detailed proposal, outlining how they seek to accomplish these objectives, through what method, and what measures they will take as a contingency to deal with mitigating circumstances and anticipated challenges. Additionally, they will need to submit a proposal on how to remedy or mitigate negative results and propose a series of public-facing programs that can help the U.S. Embassy implement recommendations from this survey and better engage and reach Qatari audiences in a more meaningful and impactful way. Methodology: PAS welcomes detailed proposals, outlining their course of action for meeting objectives, and detailing the best methodology for conducting audience analysis polling and research in Qatar. The proposal should also detail all the planned activities as a follow-on to the study to help address the findings. Proposals should include a discussion on mitigating factors and anticipated challenges and proposed solutions. Good proposals will conceptually and empirically identify the most appropriate method of conducting audience analysis and ensure accurate representation in polling from a good cross-section of Qatari society, detailing audience target numbers, demographics, gender, location, profession, etc. It would also provide a detailed approach to the proposed activities, identifying a baseline, if applicable, and what they aim to achieve with the proposed follow-on activities. Authorizing legislation, type, and year of funding: Funding authority rests in the Smith-Mundt. The source of funding is FY2021 Public Diplomacy Funding. Participants and Audiences: Proposals should describe both primary and secondary (if applicable) audiences for the program, including numbers anticipated to be reached. Primary audiences are those who will participate directly in the program, while secondary audiences are those who will be reached by the project’s primary audiences, because of their participation. Applicants should have considerable, practical, and relevant experience in polling, statistics, data analysis, and implementation of follow-on activities to be seriously considered for this project. Previous experience dealing with Qatari audiences is preferred. Any proposal should include a minimum sample size of 2,500 Qataris to ensure an accurate and representative depiction of Qataris from all walks and strata of life, inside and outside the capital. A bigger sample size is preferred. The study and follow-on activities will analyze the following information gathered about Qataris, including but not limited to: 1. Socio-demographic characteristics such as gender, age, language, tribal affinity, ethnic origin, national identity, and religion. 2. Socioeconomic backgrounds and professions 3. Education 4. Cultural immersion 5. Geographic characteristics, including where the audiences live and how that might impact attitudes and behaviors. 6. Audience thoughts, beliefs, knowledge, and behaviors related to the United States, Americans, the U.S. government, the U.S. military, U.S. military actions, study in the U.S., and U.S. policies. 7. Audience thoughts, beliefs, knowledge, and behaviors related to ISIS, the GCC, Israel, the Palestinian Territories, Syria, Yemen, Russia, Iran, China, minorities, religious and human rights, etc. 8. Barriers that prevent or facilitators that encourage audience members to adopt the desired behavior change. 9. Effective communication channels or platforms for reaching the audience. 10. Digital media and traditional media usage for each age group and demographic to tailor our messaging and reach accordingly. Audiences who are considered a priority for this program include: · Qatari youth/students, especially in areas inside and outside of Doha, including traditionally underserved communities · Qatari minority groups · Qatari parents and grandparents · Qatari women and girls · Qatari local decision-makers and established opinion leaders · Media outlets and experts · Qatari teachers and academic professionals · Emerging Qatari voices; and · Qataris in the creative and performing arts communities Please note that proposals addressing audiences not listed above are still eligible, but such proposals must clearly indicate why addressing the proposed audience is especially important to achieving the goals stated in Section A of this NOFO. Program Administration: In this Cooperative Agreement, PAS will be substantially involved in program activities above and beyond routine monitoring. PAS responsibilities for this program will include but not be limited to: 1. Participation in the design and direction of program activities/audience analysis study and in the proposed follow-on activities, target audience, and indicators to measure change based on activities implemented; 2. Participation in the formulation and approval of program policies and protocols; 3. Consultation on, input on, and approval of survey program questions, parameters, scale, scope, timelines, agendas, and administrative procedures; 4. Guidance in execution of all programs; 5. Review and approval of all program publicity, outreach, and recruitment materials to ensure adherence to Department, Bureau, and program branding

Eligibility

Grants.gov lists this opportunity under eligibility category code 25. These codes correspond to applicant types (state/local government, tribal organization, nonprofit, educational institution, individual, small business, etc.) defined in Grants.gov's own eligibility reference. See the current Grants.gov eligibility categories or check the official listing below for this opportunity's exact eligibility statement.

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Key Dates