The Public Diplomacy Section of U.S. Embassy Kingston intends to commission a multimodal public sentiment research effort to understand Jamaican adults’ attitudes, motivations, knowledge gaps, and information-consumption patterns related to migration, including legal pathways and the risks and consequences associated with irregular migration. Findings will inform a data-driven, metric-oriented public diplomacy messaging strategy targeting priority demographic and geographic audiences in Jamaica. The research will support message development, audience segmentation, channel selection, and future performance measurement.

The research shall be designed and implemented in a manner that protects respondent confidentiality, maintains sponsor anonymity during fieldwork where directed by DOS, and produces reliable evidence suitable for strategic communications planning.

The successful Offeror shall plan, manage, and complete an integrated mixed-methods research project consisting of: (1) one nationally representative quantitative survey; and (2) one round of eight qualitative focus group discussions conducted across eastern and western Jamaica. The Offeror may perform the work directly or use disclosed and approved subcontractors. The prime Offeror shall remain fully responsible for all subcontractor performance, data protection, quality control, schedule compliance, and deliverables.

The Offeror shall identify in its proposal all proposed subcontractors, the portion of work assigned to each, their qualifications, and the controls the prime Offeror will use to manage performance and protect information. Substitutions after award require prior written approval from the Contracting Officer.

The primary objectives are to: Generate nationally representative quantitative evidence on migration-related attitudes, motivations, perceived benefits and risks, knowledge of legal pathways, exposure to misinformation, and trusted information sources;

• Generate qualitative evidence that explains the beliefs, emotions, experiences, social influences, and information environments underlying survey findings;


• Identify priority audience segments by demographic characteristics, geography, migration intention, media consumption, and other relevant attributes;


• Identify credible messengers, channels, themes, and message frames that may improve awareness of legal pathways and the risks of irregular migration;


• Provide actionable recommendations for public diplomacy messaging, content development, audience targeting, and future measurement; and


• Produce complete, well-documented datasets and methodological records that permit independent review and replication.