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Consultant for Marketing Research

Terms of Reference  

Consultant for Marketing Research 


Save the Children’s Global Strategic focus for 2019-2021 on early learning is - breaking the inequity gaps in education and learning by ensuring children get the support they need from 0 years to at least grade three. In Thailand, Save the Children aims to ensure that the most deprived children receive a high quality, multi-dimensional education, from infancy to adulthood & that physical and humiliating punishment is not used on any children by parents, caregivers or teachers. Traditional practices and attitudes underpin the use of physical and humiliating punishment on children. Vulnerable children in the Southern Border Provinces of Thailand are not receiving a strong start in life, they are entering primary school disadvantaged.

SCI Thailand is currently working on two projects in the Deep South of Thailand that relate to ECD. The First Read Southern Thailand project (2016 to 2018) aims to strengthen emergent literacy and numeracy for ethnic minority children aged 3 to 6 in Si Sakhon district through improved parenting practices, as well as increased access to quality, age appropriate, Patani-Malay reading materials. The Early Learning Centenary Commitment Fund project in Thailand aims to enable and empower male caregivers to support their young children’s learning, including addressing local perceptions that caregiving of young children is not associated with masculinity.

SCI Thailand is planning a new phase of our ECD work in the Southern Border provinces of Thailand. It is important for SCI and our partners to better understand how to genuinely gain results for specific positive behavior changes in parents/caregivers. Globally, there has been a paradigm shift in recent years from sporadic awareness-raising information, education, and communication (IEC) activities to strategic, evidence-based behaviour change communication (BCC) strategies. The change has come about with the realization that as individual behaviour is influenced by socio-cultural and gender norms, the need to mobilize communities in support of recommended behaviours is imperative.

Consultancy Description

Save the Children International Thailand is seeking a consultant (individual researcher and/or market research firm) to conduct comprehensive public research to test key messages designed to change attitudes and perceptions in the context of the Southern Border Provinces of Thailand. In particular, the attitudes that underpin the use of physical and humiliating punishment on children and dissuade male caregiver participation in early caregiving.

Purpose of the research:

  • To support our campaign by communicating more effectively with our target audience in order to achieve our core objective, which is reducing use of physical and humiliating punishment of young children and increasing male caregiver acceptance of their role and responsibility in ECD in the Southern Border Provinces.
  • To apply concrete finding (quantitative and qualitative) to inform our campaign for the new phase of our ECD work in the Southern Border Provinces of Thailand.

The research will be used to:

  • To increase and improve our understanding of existing public knowledge, awareness and assumptions that are made, practices and attitudes (KAP) towards (1) Early Childhood Development in the Deep South of Thailand., particularly related to the use of physical and humiliating punishment; and (2) male caregiver’s role and responsibility in ECD in the targeted area.
  • To gather in-depth insights on our Target Audience (demographics, psychographics, behaviours and attitudes, among others).
  • To gauge public reactions to our branding/visibility, current approach and previous messages used in the target areas.
  • To inform how to best approach the issue in order to win public support through new key message testing.

Objectives and Deliverables    

The consultant will deliver on the following objectives:



Key Actions






Design research methodology, key set of questions and discussion guide, work plan and timeline.


Consultant should propose the sampling frame and size for each data collection as well as how they will sample the population in a way that will yield justifiably valid findings.


Save the Children will provide the consultant with a list of topics and lines of inquiry for the poll which will serve as a basis for defining the specific questions. The final list of questions will have to be approved by Save the Children.


The consultant should include a sound methodology for quality assurance.

·       Detailed Proposal

in-depth insights on our Target Audience (KAP)


Conducting and gathering quantitative and qualitative results and findings.

·       Polling and Research Results

Understanding Save the Children's visibility and previous key messages used in the target areas (Deep South)

Conducting and gathering quantitative and qualitative results and findings.

·       Polling and Research Results

Testing new key messages to best gain support from and change behaviors of target audience

Conducting and gathering quantitative and qualitative results and findings.

·       Polling and Research Results

To discuss together and clarify the outline and key findings of the report

Presentation of key findings and analysis of results.


·       Power point and presentation

The final report communicates how the research was conducted, the quantitative and qualitative results and findings and any recommendations

This final version of the report must to include:


(1)   Executive Summary

(2)   Research Methodology

(3)   Analysis of results

(4)   Key findings

(5)   Recommendations


·       Final Report



The consultant will report to the Project Coordinator, Amran Vani; and liaise with other members of the SCI Thailand team like the Communications and Media Coordinator and Senior Education Specialist.

Time frame

15 December 2018 to 15 March 2019


The applicant is requested to submit the proposal, work plan, and detailed budget (including number of days required and estimated cost per day) with their application. The financial competitiveness of application will be considered in the selection process. All costs associated with delivery must be included, SCI will not pay for travel, per diem, translation, supplies, or any additional staff support time needed.


  1. Expertise in qualitative and quantitative research methods;
  2. Experience in conducting large-scale public opinion survey and polling;
  3. Good understanding of issues related to social development;
  4. Experience in conducting similar assignment in Bangkok, Thailand (for corporate or non-profit).
  5. Thai and English, proficiency required
  6. Patani-Malay language proficiency preferred and/or plan for language inclusion;
  7. Ability to work within strict deadlines

Submission for the consultant 

  1. Expression of interest - showing understanding of the assignment/project and campaign
  2. Organization’s/Firm’s Certificate, TIN and VAT registration
  3. CVs of the members of the team
  4. Portfolio and/or previous relevant studies
  5. Work plan
  6. Budget

Closing date for submission: 23 December 2018

Submission should be addressed to


Please indicate in the subject as "Consultant for Marketing Research"

Only shortlisted candidates will be notified.

"We need to keep children safe so our selection process reflects our commitment to the protection of children from abuse"



Contact :

ที่ปรึกษา / Consultant


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