Description

Background on National Geographic
The National Geographic Society is a mission-driven, non-profit organization that uses the power of science, exploration, education and storytelling to illuminate and protect the wonder of our world. For more than 130 years, we have funded the best and brightest individuals dedicated to scientific discovery who also teach us about the world and inspire us to take action to protect it. Our diverse, global community of National Geographic Explorers are leading a new age of exploration in support of our mission.

At the heart of our mission is the cultivation of an Explorer Mindset —the attitudes, skills and knowledge that enable National Geographic Explorers to find innovative solutions to the world’s most pressing challenges. We believe that to nurture the next generation of Explorers, changemakers, problem solvers, we must invest meaningfully in young people. To fulfill this vision, the Society has designed a Youth Experience, a comprehensive approach to engaging youth which includes immersive learning and leadership experiences. These learning experiences provide young people with opportunities to learn about and build their Explorer Mindset along with career skill development, community-building opportunities, platforms for amplification and pathways to transform inspiration into tangible, impactful action. Our youth experience model focuses on impacting young people ages 13-25. We currently engage youth in over 130 countries. 

Such opportunities include, but are not limited to:

- Slingshot Challenge 
- Externships

The National Geographic Youth Experience model was built on a foundation of research. From 2019-2021, the Society commissioned various studies and worked with multiple researchers (including youth researchers) to gain a better understanding of how we can support youth to create change on behalf of our planet. Together, the studies directly engaged hundreds of youth across 64 countries through surveys, interviews, and workshops with the goal of better understanding these audiences and to inform how National Geographic Society can better support their efforts to illuminate and protect the wonder of our world. This effort revealed valuable insights into the issues young people care about most and the challenges they face. In 2024-2025, we enlisted the Prime Group to conduct market research, understand our core audience demographics and behaviors. Since 2021, this research and insights have grounded our engagements with this audience. 

Project Overview

Nearly five years after we began our initial set of research, we are seeking to revisit similar research questions to provide an updated view of the global youth audience 13-25, both those within the NGS ecosystem and those not yet engaged. 

We are seeking to have an updated set of insights related to the global youth audience that will help guide our approach and work with this audience. Ideally, the data and results will include insights segmented by youth who are currently in secondary school and/or in the age range of 13-18 and those who are 18-25 years old. Additionally, data is segmented by youth’s experience with making change in their community (from those who are early in their changemaking journey, beginning to make change, to established young leaders). 

Project Goals
The goals of this research project include but are not limited to:

Provide insights around global youth 13-25 audience attitudes and characteristics, including: 

• Global issues they care about
• Skill-building areas of interest, including those aligned with National Geographic areas
• Motivations and barriers to participation with National Geographic and changemaking
• Impressions of National Geographic and what they would like to see from the organization
• Top avenues for youth to find out about new opportunities
• The role of educators (teachers – informal or formal) in helping them to shape their approaches to learning and taking action in their communities
• Attitudes towards online learning
• Attitudes toward in-person learning experiences, including travel experiences
• Attitudes towards fee-based learning experiences (this could apply to online learning, travel, etc.)
• Any shifts from youth characteristics outlined in 2021 research especially in the post-COVID landscape
• From existing research literature, provide generational information about youth (Gen Z and Gen Alpha) who are currently 13-25 years old.
• Identify competitors/understand the competitive landscape related to National Geographic’s youth programs. Where is there market saturation and where is there opportunity?
  
  Data and results would include audiences from around the world and include data from National Geographic’s youth network and non-National Geographic connected audiences. Data to be analyzed using the following segments: 

- Age bands: youth who are currently in secondary school and/or in the age range of 13-18 and those who are 18-25 years old
- Youth’s experience with making change in their community: limited experience with changemaking, beginning to make change, and established young leaders

To reach these goals, the National Geographic Society is now accepting bids in response to this Request for Proposal.

Requirements

Scope of Work

The National Geographic Society is seeking proposals from individuals or organizations with demonstrated expertise in developing and designing research studies with a focus on youth audiences and conservation topics. 

The scope of this project includes: 

• Working closely and collaboratively with our Education and Community Engagement Division to ensure research design meets our objectives and provide actionable insights.
• Interview staff on learnings to date and review existing commissioned research.
• Develop a quantitative and qualitative research methodology and analysis strategy to meet our goals and aims.
• Develop a draft report and final report including written findings and potential opportunities for NGS Education and Community Engagement Division. Also provide a PowerPoint presentation that synthesizes findings.
• Present findings and recommendations and answer questions to various groups of National Geographic staff and key stakeholders, up to five presentations. 
• Individuals or organizations should have the capacity for working with youth ages 13-25 across time zones and designing survey and interview questions that are culturally relevant.

We also welcome proposals that include creative ideas and thoughts around the best approach for this endeavor that may not be mentioned in this scope of work.

Target Deliverable Schedule

Work should conclude no more than 7 months post the date of award. Please include a detailed timeline of work and deliverables that would allow you to meet this completion date. 

If this date needs to be adjusted, please include your readjusted proposed date, as well as your reasoning for shifting the timeline. All proposed date changes will be considered.

Evaluation Criteria
The National Geographic Society will evaluate bidders and proposals based on the following:

• Previous experience/past performance history
• Samples and/or case studies from previous projects of a similar scope and scale
• Projected costs within a $50,000 budget
• Experience and technical capabilities designing research studies for large, trusted brands
• Demonstrated experience working on research across international borders, with youth from diverse backgrounds
• Demonstrated commitment to inclusive practices
• Demonstrated commitment to conservation and environmental sustainability

Submission Requirements
Bidders must adhere to the following guidelines to be considered:

• Only bidders who meet all criteria in the evaluation section should submit a proposal
• Proposals must be sent in by December 8, 2025 to Lina Gomez at lgomez@ngs.org.
• Include samples and references with your proposal
• Include the proposed team composition and bios with your proposal
• Provide a proposed timeline and budget with your proposal