Award

Persuasive Design and Time on Platforms

OFCOM

This public procurement record has 1 release in its history.

Award

18 Aug 2025 at 13:38

Award Notice
Summary of the contracting process

OFCOM, the United Kingdom's communications regulator, has concluded a procurement process for market research services focused on understanding how persuasive design features and content types influence children's online engagement. The contract, titled "Persuasive Design and Time on Platforms," was competitively awarded to Discovery Research Limited under a mini competition via the Ofcom Market Research Framework Agreement. This service-oriented procurement, valued at £57,878, took place in London, with the contract running from 29th July 2025 to 27th February 2026. The award was finalised on 24th July 2025.

This tender offers significant opportunities for businesses specialising in market research services, particularly those with expertise in digital behaviour analysis and child-focused research. Small and medium-sized enterprises (SMEs) as well as voluntary, community and social enterprises (VCSEs) may find this tender particularly well-suited, given the procurement's openness to diverse business scales. Businesses capable of delivering insights into how design and content influence user engagement can leverage such opportunities to expand their portfolio and establish connections with public sector clients like OFCOM.

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Notice Information

Notice Title

Persuasive Design and Time on Platforms

Notice Description

Persuasive Design and Time on Platforms Research Objectives: To understand the persuasive design features (e.g. autoplay, infinite scroll, notifications, algorithmic feeds) that are most influential in keeping children on online platforms* longer than they intend, and the effects of these features. To understand the content types (e.g. appearance-focused content, algorithmically recommended material) associated with prolonged online platform engagement amongst children and the effects of these content types. Explore if / how persuasive design features interact with different content types to influence children's time spent online and the effects of this. To explore what children and parents would like to see platforms doing to support positive relationships with technology/devices.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-b5fd17-84167b2c-f7f1-4b51-be45-8a09c88e93f0
Publication Source
Contracts Finder
Latest Notice
https://www.contractsfinder.service.gov.uk/Notice/668e98a8-ab76-4259-8f79-7330452e9113
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Framework
Procurement Category
Services
Procurement Method
Not Specified
Procurement Method Details
Other - Mini Competition via Ofcom Market Research Framework Agreement
Tender Suitability
SME, VCSE
Awardee Scale
SME

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79310000 - Market research services

Notice Value(s)

Tender Value
£57,878 Under £100K
Lots Value
Not specified
Awards Value
£57,878 Under £100K
Contracts Value
Not specified

Notice Dates

Publication Date
18 Aug 20256 months ago
Submission Deadline
24 Jun 2025Expired
Future Notice Date
Not specified
Award Date
23 Jul 20257 months ago
Contract Period
28 Jul 2025 - 27 Feb 2026 6-12 months
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Not Specified
Awards Status
Active
Contracts Status
Not Specified

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
OFCOM
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
LONDON
Postcode
SE1 9HA
Post Town
South East London
Country
England
Major Region (ITL 1)
TLI London
Basic Region (ITL 2)
TLI4 Inner London - East
Small Region (ITL 3)
TLI44 Lewisham and Southwark
Delivery Location
TLI London
Local Authority
Southwark
Electoral Ward
Borough & Bankside
Westminster Constituency
Bermondsey and Old Southwark

Supplier Information

Number of Suppliers
1
Supplier Name

DISCOVERY RESEARCH

Further Information

Notice Documents

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts. 

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