Notice Information
Notice Title
BrandIndex and Profiles
Notice Description
Transport for Wales has awarded a contract to YouGov for the continued provision of BrandIndex and Profiles subscription services. The contract delivers continuous brand tracking, audience insight, market analysis and reporting tools that support strategic decision-making across marketing, commercial and product development. YouGov is the only provider able to offer seamless continuity of historical datasets, methodology and reporting frameworks, making alternative market options technically incompatible. The award is therefore made as a direct award in special cases under the Procurement Act 2023.
Procurement Information
Transport for Wales requires a direct award to YouGov because the services represent additional and repeat work that must continue without disruption, with seven years of transport-specific BrandIndex and Profiles data, KPIs and reporting frameworks embedded across the organisation; replacing the incumbent would break historical comparability, disrupt long-term trend analysis, and require major redevelopment of reporting systems. Only YouGov can provide seamless continuation of the existing methodology, metrics and longitudinal dataset, as no alternative supplier offers a directly comparable UK-transport-relevant brand tracking solution or the ability to maintain continuity of analytics used for executive reporting, campaign evaluation and audience insight. Furthermore, YouGov holds exclusive ownership of the BrandIndex and Profiles datasets, methodology and platform, meaning the historic data and established analytical framework cannot be replicated or transferred to another provider, making a change technically incompatible and disproportionately disruptive.
Notice Details
Publication & Lifecycle
- Open Contracting ID
- ocds-h6vhtk-065cc2
- Publication Source
- Find A Tender Service
- Latest Notice
- https://www.find-tender.service.gov.uk/Notice/021713-2026
- Current Stage
- Award
- All Stages
- Award
Procurement Classification
- Notice Type
- UK7 - Contract Details Notice
- Procurement Type
- Standard
- Procurement Category
- Services
- Procurement Method
- Direct
- Procurement Method Details
- Direct award
- Tender Suitability
- Not specified
- Awardee Scale
- Large
Common Procurement Vocabulary (CPV)
- CPV Divisions
79 - Business services: law, marketing, consulting, recruitment, printing and security
-
- CPV Codes
79000000 - Business services: law, marketing, consulting, recruitment, printing and security
Notice Value(s)
- Tender Value
- Not specified
- Lots Value
- Not specified
- Awards Value
- £240,000 £100K-£500K
- Contracts Value
- £240,000 £100K-£500K
Notice Dates
- Publication Date
- 11 Mar 20263 days ago
- Submission Deadline
- Not specified
- Future Notice Date
- Not specified
- Award Date
- 3 Feb 20261 months ago
- Contract Period
- 10 Mar 2026 - 9 Feb 2029 2-3 years
- Recurrence
- Not specified
Notice Status
- Tender Status
- Complete
- Lots Status
- Complete
- Awards Status
- Active
- Contracts Status
- Active
Buyer & Supplier
Contracting Authority (Buyer)
- Main Buyer
- TRANSPORT FOR WALES
- Contact Name
- Available with D3 Tenders Premium →
- Contact Email
- Available with D3 Tenders Premium →
- Contact Phone
- Available with D3 Tenders Premium →
Buyer Location
- Locality
- PONTYPRIDD
- Postcode
- CF37 4TH
- Post Town
- Cardiff
- Country
- Wales
-
- Major Region (ITL 1)
- TLL Wales
- Basic Region (ITL 2)
- TLL5 South East Wales
- Small Region (ITL 3)
- TLL51 Central Valleys and Bridgend
- Delivery Location
- Not specified
-
- Local Authority
- Rhondda Cynon Taf
- Electoral Ward
- Pontypridd Town
- Westminster Constituency
- Pontypridd
Further Information
Notice Documents
-
https://www.find-tender.service.gov.uk/Notice/021713-2026
11th March 2026 - Contract details notice on Find a Tender -
https://www.find-tender.service.gov.uk/Notice/017215-2026
26th February 2026 - Contract award notice on Find a Tender -
https://www.find-tender.service.gov.uk/Notice/017188-2026
26th February 2026 - Transparency notice on Find a Tender
Open Contracting Data Standard (OCDS)
View full OCDS Record for this contracting process
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.
{
"tag": [
"compiled"
],
"id": "ocds-h6vhtk-065cc2-2026-03-11T12:09:37Z",
"date": "2026-03-11T12:09:37Z",
"ocid": "ocds-h6vhtk-065cc2",
"initiationType": "tender",
"parties": [
{
"id": "GB-PPON-PPHD-4211-XYXJ",
"name": "Transport for Wales",
"identifier": {
"scheme": "GB-PPON",
"id": "PPHD-4211-XYXJ"
},
"address": {
"streetAddress": "3 Llys Cadwyn",
"locality": "Pontypridd",
"postalCode": "CF37 4TH",
"country": "GB",
"countryName": "United Kingdom",
"region": "UKL15"
},
"contactPoint": {
"name": "Procurement",
"email": "Procurement@tfw.wales"
},
"roles": [
"buyer"
],
"details": {
"url": "https://tfw.wales/",
"classifications": [
{
"id": "publicAuthoritySubCentralGovernment",
"scheme": "UK_CA_TYPE",
"description": "Public authority - sub-central government"
},
{
"id": "GB-WLS",
"scheme": "UK_CA_DEVOLVED_REGULATIONS",
"description": "Welsh devolved regulations apply"
}
]
}
},
{
"id": "GB-PPON-PRLT-2433-XDMZ",
"name": "YouGov",
"identifier": {
"scheme": "GB-PPON",
"id": "PRLT-2433-XDMZ"
},
"address": {
"streetAddress": "50 FEATHERSTONE STREET",
"locality": "London",
"postalCode": "EC1Y8RT",
"country": "GB",
"countryName": "United Kingdom",
"region": "UKI43"
},
"contactPoint": {
"email": "Samson.mok@yougov.com"
},
"roles": [
"supplier"
],
"details": {
"scale": "large",
"vcse": false,
"publicServiceMissionOrganization": false,
"shelteredWorkshop": false
}
}
],
"buyer": {
"id": "GB-PPON-PPHD-4211-XYXJ",
"name": "Transport for Wales"
},
"tender": {
"id": "C001325.00",
"legalBasis": {
"id": "2023/54",
"scheme": "UKPGA",
"uri": "https://www.legislation.gov.uk/ukpga/2023/54/contents"
},
"title": "BrandIndex and Profiles",
"description": "Transport for Wales has awarded a contract to YouGov for the continued provision of BrandIndex and Profiles subscription services. The contract delivers continuous brand tracking, audience insight, market analysis and reporting tools that support strategic decision-making across marketing, commercial and product development. YouGov is the only provider able to offer seamless continuity of historical datasets, methodology and reporting frameworks, making alternative market options technically incompatible. The award is therefore made as a direct award in special cases under the Procurement Act 2023.",
"status": "complete",
"procurementMethod": "direct",
"procurementMethodDetails": "Direct award",
"procurementMethodRationale": "Transport for Wales requires a direct award to YouGov because the services represent additional and repeat work that must continue without disruption, with seven years of transport-specific BrandIndex and Profiles data, KPIs and reporting frameworks embedded across the organisation; replacing the incumbent would break historical comparability, disrupt long-term trend analysis, and require major redevelopment of reporting systems. Only YouGov can provide seamless continuation of the existing methodology, metrics and longitudinal dataset, as no alternative supplier offers a directly comparable UK-transport-relevant brand tracking solution or the ability to maintain continuity of analytics used for executive reporting, campaign evaluation and audience insight. Furthermore, YouGov holds exclusive ownership of the BrandIndex and Profiles datasets, methodology and platform, meaning the historic data and established analytical framework cannot be replicated or transferred to another provider, making a change technically incompatible and disproportionately disruptive.",
"procurementMethodRationaleClassifications": [
{
"id": "singleSuppliersTechnicalReasons"
},
{
"id": "additionalRepeatExtensionPartialReplacement"
},
{
"id": "singleSuppliersIntellectualPropertyExclusiveRights"
}
],
"lots": [
{
"id": "1",
"status": "complete"
}
],
"documents": [
{
"id": "conflictOfInterest",
"documentType": "conflictOfInterest",
"description": "Not published"
}
]
},
"awards": [
{
"id": "1",
"title": "BrandIndex and Profiles renewal",
"status": "active",
"value": {
"amountGross": 288000,
"amount": 240000,
"currency": "GBP"
},
"mainProcurementCategory": "services",
"aboveThreshold": true,
"suppliers": [
{
"id": "GB-PPON-PRLT-2433-XDMZ",
"name": "YouGov"
}
],
"items": [
{
"id": "1",
"additionalClassifications": [
{
"scheme": "CPV",
"id": "79000000",
"description": "Business services: law, marketing, consulting, recruitment, printing and security"
}
],
"deliveryAddresses": [
{
"region": "UK",
"country": "GB",
"countryName": "United Kingdom"
},
{
"region": "UK",
"country": "GB",
"countryName": "United Kingdom"
},
{
"region": "UK",
"country": "GB",
"countryName": "United Kingdom"
}
],
"relatedLot": "1"
}
],
"contractPeriod": {
"startDate": "2026-03-10T00:00:00+00:00",
"endDate": "2029-02-09T23:59:59+00:00"
},
"relatedLots": [
"1"
],
"documents": [
{
"id": "017188-2026",
"documentType": "awardNotice",
"noticeType": "UK5",
"description": "Transparency notice on Find a Tender",
"url": "https://www.find-tender.service.gov.uk/Notice/017188-2026",
"datePublished": "2026-02-26T10:25:32Z",
"format": "text/html"
},
{
"id": "017215-2026",
"documentType": "awardNotice",
"noticeType": "UK6",
"description": "Contract award notice on Find a Tender",
"url": "https://www.find-tender.service.gov.uk/Notice/017215-2026",
"datePublished": "2026-02-26T11:18:53Z",
"format": "text/html"
}
],
"milestones": [
{
"id": "1",
"type": "futureSignatureDate",
"dueDate": "2026-03-09T23:59:59+00:00",
"status": "scheduled"
}
],
"date": "2026-02-26T00:00:00+00:00",
"standstillPeriod": {
"endDate": "2026-03-09T23:59:59+00:00"
}
}
],
"language": "en",
"contracts": [
{
"id": "1",
"awardID": "1",
"title": "BrandIndex and Profiles",
"status": "active",
"period": {
"startDate": "2026-03-10T00:00:00+00:00",
"endDate": "2029-02-09T23:59:59+00:00"
},
"value": {
"amountGross": 288000,
"amount": 240000,
"currency": "GBP"
},
"aboveThreshold": true,
"dateSigned": "2026-02-03T00:00:00+00:00",
"documents": [
{
"id": "021713-2026",
"documentType": "contractNotice",
"noticeType": "UK7",
"description": "Contract details notice on Find a Tender",
"url": "https://www.find-tender.service.gov.uk/Notice/021713-2026",
"datePublished": "2026-03-11T12:09:37Z",
"format": "text/html"
}
]
}
]
}