POWERBALL Brand Research
Request for Proposal
Multi-State Lottery Association
Date Issued: September 6, 2023
Proposals to the RFP are Due on October 19, 2023, no later than 3:00 P.M. CT
The Multi-State Lottery Association (MUSL) is an unincorporated non-profit government benefit association
owned and operated by thirty-nine (39) governmental lotteries (Member Lotteries). MUSL assists both Member
Lotteries and additional lotteries licensed to sell multi-jurisdictional lottery games such as POWERBALL®, in the
operation and sale of those lottery games.
Companies interested in learning more about the Powerball game and MUSL are encouraged to visit the official
websites at www.Powerball.com and www.MUSL.com.
REQUEST FOR PROPOSAL
TWO PHASES – PHASE 1 QUANTITATIVE; PHASE 2 QUALITATIVE
The Powerball game is sold in 48 jurisdictions in the United States. Lotteries that sell the game are interested in
more fully understanding the value of the brand, focusing on these key areas:
• brand awareness
• brand loyalty
• brand associations
• brand’s perceived quality
Our goal is two-fold: identify key performance indicators for the Powerball game and build upon the brand by
reaching new audiences and obtain a solid understanding of the Powerball brand value and brand equity.
The purpose of this Request for Proposal is to designate a primary provider, or providers who will support various
Powerball brand valuations through several research tools, including online market surveys, in-person focus
groups, and additional services as may be recommended and mutually agreed upon.
This Request for Proposal is divided into two Phases: Phase 1 – Quantitative Research and Analysis and Phase
2 – Qualitative Research and Analysis. Vendors may submit a proposal on Phase 1, Phase 2, or both Phases 1
and 2. Each Phase must contain a separate cost proposal.
MUSL reserves the right to choose different companies to complete Phase 1 and Phase 2. Proceeding with
Phase 2 is contingent upon the results of Phase 1.