Award

Creative Testing

CABINET OFFICE

This public procurement record has 1 release in its history.

Award

31 Mar 2026 at 11:18

UK5 - Transparency Notice
Summary of the contracting process

The Cabinet Office, located in London, United Kingdom, has completed the procurement stage for a contract titled "Creative Testing" under the category of market research services. The contract involves providing specialist services that include survey experiments and Randomised Control Trials (RCTs) to evaluate government communications for the "Cost of Living" campaign. This procurement process was conducted using a direct method, specifically below the threshold and without competition. Key upcoming dates include the scheduled future signature date due by 1 April 2026, and the contract period starts on 8 April 2026, lasting until 31 March 2027.

This tender presents substantial business growth opportunities for companies specialising in creative testing services, particularly those capable of conducting expedited and robust RCT methodologies. The requirements necessitate expertise in mobile recruitment and measuring attitudinal shifts within short turnarounds. With the contract being awarded to Swayable, a small and medium-sized enterprise (SME) based in Brooklyn, United States, other SMEs with similar capabilities and expertise may find themselves well-positioned to compete in similar tenders in the future. Moreover, the focus on reaching specific audience segments such as "Grafting Realists" and "Striving Moderates" provides a unique opportunity for market research businesses to tailor their services for high-impact governmental communications projects.

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Notice Information

Notice Title

Creative Testing

Notice Description

Services: The Supplier shall provide a specialist creative testing service capable of conducting expedited, robust survey experiments and Randomised Control Trials (RCTs) to evaluate government communications for the "Cost of Living" campaign. Scope: The primary purpose is to test creative assets (video, static imagery, messaging) to effectively reach priority audiences (specifically "Grafting Realists" and "Striving Moderates"). Methodology: The Supplier must utilise proprietary mobile recruitment and validated RCT methodology to measure attitudinal shifts, message understanding, and motivation to act with a 24-48 hour turnaround.

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-0678ec
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/029580-2026
Current Stage
Award
All Stages
Award

Procurement Classification

Notice Type
UK5 - Transparency Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Direct
Procurement Method Details
Below threshold - without competition
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
Not specified
Lots Value
Not specified
Awards Value
£14,695 Under £100K
Contracts Value
Not specified

Notice Dates

Publication Date
31 Mar 20263 days ago
Submission Deadline
Not specified
Future Notice Date
Not specified
Award Date
31 Mar 20263 days ago
Contract Period
7 Apr 2026 - 31 Mar 2027 6-12 months
Recurrence
Not specified

Notice Status

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

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
CABINET OFFICE
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
SW1A 2AS
Post Town
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
St James's
Westminster Constituency
Cities of London and Westminster

Supplier Information

Number of Suppliers
1
Supplier Name

SWAYABLE

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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