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TRAS3118 - Refresh of the Transport User Personas

DfTc - Department for Transport

This public procurement record has 1 release in its history.

Award

24 Aug 2026 at 16:48

Award Notice
Summary of the contracting process

The Department for Transport commissioned a refresh of its Transport User Personas, a research and development consultancy service supporting tailored transport policy-making and communications. The work is intended to support the department’s Improving Journeys for People strategic outcome. It covers updating the underlying data; adding transport topics including road safety behaviour, freight, aviation and maritime; improving coverage of rural areas; refreshing the appearance of the personas and related outputs; and introducing chatbot-style functionality to help users identify which personas matter most for particular policy questions. The work is to be delivered for the Department for Transport, based in London, with coverage extending across the United Kingdom and internationally.

The procurement is complete and was awarded to IPSOS (MARKET RESEARCH) LTD. The award date was 24 August 2026, at a value of £500,000. The contract runs from 17 August 2026 to 16 August 2028, with the project described as taking about a year and concluding with a relaunch in September 2027. Bids closed on 8 July 2026 at 12:00. The route was a selective procedure using a call-off from a dynamic purchasing system. The requirement was identified as services, specifically research and development consultancy. The opportunity was suitable for small and medium-sized enterprises and voluntary, community or social enterprises.

This award demonstrates demand from the Department for Transport for substantial transport research, audience segmentation and policy-support capability. A credible future supplier would need to combine robust data analysis with practical understanding of transport users and policy communications. Relevant capability includes refreshing and integrating complex datasets, analysing differences between urban and rural communities, and covering road safety, freight, aviation and maritime as well as general passenger journeys. Suppliers would also need to turn research into clear, usable personas and attractive digital outputs, with the ability to design interactive or chatbot-style tools that help policy teams apply the findings. Experience of public-sector research, strategic communications, user-centred digital products and multi-topic transport analysis would strengthen a competing offer.

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Notice Information

Notice Title

TRAS3118 - Refresh of the Transport User Personas

Notice Description

The Transport User Personas were launched in 2023 and directly supports tailored policy-making and communications. We will undertake a refresh of the Transport User Personas to support the department's Improving Journeys for People strategic outcome. The refresh will provide updated analysis and tools for the persons and the work will involve: - Updating the data - Adding new aspects of transport e.g. road safety behaviour, freight and aviation and maritime - Increasing coverage of rural areas - Refreshing the appearance of the personas and outputs - Introducing some chatbot-style functionality to make the tool more interactive e.g. helping users to identify which personas are most important for policy questions. The project will take about a year, concluding with the relaunch of the personas in September 2027.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-b5fd17-a35b86f3-8f00-467a-9c8e-9a6d6e862ffe
Publication Source
Contracts Finder
Latest Notice
https://www.contractsfinder.service.gov.uk/Notice/2334fddc-16e8-4c81-9ba9-2a76a114409b
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
Award Notice
Procurement Type
Dynamic
Procurement Category
Services
Procurement Method
Selective
Procurement Method Details
Call-off from a dynamic purchasing system
Tender Suitability
SME, VCSE
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

73 - Research and development services and related consultancy services

CPV Codes

73200000 - Research and development consultancy services

Notice Value(s)

Tender Value
£500,000 £500K-£1M
Lots Value
Not specified
Awards Value
£500,000 £500K-£1M
Contracts Value
Not specified

Notice Dates

Publication Date
24 Aug 20263 days ago
Submission Deadline
8 Jul 2026Expired
Future Notice Date
Not specified
Award Date
24 Aug 20263 days ago
Contract Period
17 Aug 2026 - 16 Aug 2028 2-3 years
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
DfTc - Department for Transport
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
SW1P 4DR
Postcode Area
South West London
Country
England
Major Region (ITL 1)
TLI London
Basic Region (ITL 2)
TLI3 Inner London - West
Small Region (ITL 3)
TLI35 Westminster and City of London
Delivery Location
Not specified
Local Authority
Westminster
Electoral Ward
Vincent Square
Westminster Constituency
Cities of London and Westminster

Supplier Information

Number of Suppliers
1
Supplier Name

IPSOS (MARKET RESEARCH) LTD

Further Information

Open Contracting Data Standard (OCDS)

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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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