Award

BrandIndex and Profiles

TRANSPORT FOR WALES

This public procurement record has 3 releases in its history.

Award

11 Mar 2026 at 12:09

Award

26 Feb 2026 at 11:18

Award

26 Feb 2026 at 10:25

Summary of the contracting process

Transport for Wales, a public authority operating under Welsh devolved regulations, has awarded a contract to YouGov for the continued provision of BrandIndex and Profiles subscription services. This procurement falls under business services related to law, marketing, consulting, and security, with an emphasis on providing continuous brand tracking, audience insight, market analysis, and reporting tools. The contract, valued at £288,000 gross, aims to support strategic decision-making across marketing, commercial, and product development within the organisation. It was initiated as a direct award due to the unique capabilities of YouGov in maintaining continuity with existing datasets and reporting frameworks. The procurement stage is currently complete, with the contract spanning from 10th March 2026 to 9th February 2029 across the United Kingdom.

This tender provides substantial opportunities for businesses that specialise in data analytics and brand monitoring services, particularly those that can offer proprietary platforms and datasets relevant to transportation sectors. Though the contract was directly awarded to YouGov due to their exclusive ownership of essential datasets and proven continuity services, businesses looking to enter or expand in the consultancy domain could consider partnerships or niche offerings that complement existing tracking and insight services. Companies with innovative approaches to brand analysis and long-term trend synthesis may look to develop alliances with authorities like Transport for Wales, leveraging sector-specific insights and enhancing strategic capabilities. The direct award nature of this procurement highlights the necessity for differentiation and specialised capabilities in the competitive landscape of public contract bidding.

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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.

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

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

Supplier Information

Number of Suppliers
1
Supplier Name

YOUGOV

Further Information

Notice Documents

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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