TERMS OF REFERENCE - AUDIENCE RESEARCH FOR COMMUNICATIONS ACTIVITIES CONSULTANT (54045-001)

Terms of Reference

Primary Expertise Communications Strategy, Audience Research, Gender and Social Inclusion

Objective and Purpose of the Assignment

The purpose of this assignment is to conduct audience research to generate evidence-based insights on perceptions, motivations, and barriers related to skills education and career pathways among key target groups, particularly women, youth, and persons with disabilities. The research will specifically inform the development of a gender-responsive communications strategy to encourage increased enrolment of women—particularly in non-traditional trades and higher-income occupational pathways. As indicated in the Gender Action Plan (GAP) 3.1, this assignment provides an evidence base to inform design and implementation of a range of interventions. A link below provides access to the ADB website to the GAP: https://www.adb.org/sites/default/files/project- documents/54045/54045-001-gap-en.pdf

The findings will inform the development of VIT’s communications and outreach strategy, with a targeted focus on increasing participation of women, disadvantaged youth, and persons with disabilities in TVET programs supported under the Supporting the Delivery of Skills Development project. The research will also contribute to the project’s gender-transformative approach by identifying social and structural barriers affecting participation in TVET and informing actions under Output 1, Output 3, and the Gender Action Plan (GAP). The research will place particular emphasis on understanding the motivations, barriers, and communication needs of women and vulnerable groups to ensure that project-supported communication activities are evidence-based and effectively targeted.

The consulting firm will be recruited using the ADB Consultants’ Qualifications Selection (CQS) method. A detailed evaluation process is provided in Section X of this TOR

You can view position description here:  Audience Research for Communications Activities (54045-001)