---
title: "TRAS3118 - Refresh of the Transport User Personas"
ocid: "ocds-b5fd17-a35b86f3-8f00-467a-9c8e-9a6d6e862ffe"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-a35b86f3-8f00-467a-9c8e-9a6d6e862ffe"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-a35b86f3-8f00-467a-9c8e-9a6d6e862ffe.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-a35b86f3-8f00-467a-9c8e-9a6d6e862ffe.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "DfTc - Department for Transport"
published: "2026-08-24"
---

# TRAS3118 - Refresh of the Transport User Personas

Buyer: DfTc - Department for Transport  
Current stage: Award  
OCID: ocds-b5fd17-a35b86f3-8f00-467a-9c8e-9a6d6e862ffe

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## Summary

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.

## Notice

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.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/2334fddc-16e8-4c81-9ba9-2a76a114409b |
| 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 |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 24 Aug 2026 |
| Submission deadline | 8 Jul 2026 |
| Future notice date | Not specified |
| Award date | 24 Aug 2026 |
| Contract period | 17 Aug 2026 - 16 Aug 2028 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £500,000 |
| Lots value | Not specified |
| Awards value | £500,000 |
| Contracts value | Not specified |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Not specified |
| Awards status | Active |
| Contracts status | Not specified |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | DfTc - Department for Transport |
| Locality | LONDON |
| Postcode area | South West London |
| Postcode | SW1P 4DR |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI3 Inner London - West |
| ITL 3 | TLI35 Westminster and City of London |
| Local authority | Westminster |
| Electoral ward | Vincent Square |
| Westminster constituency | Cities of London and Westminster |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | IPSOS (MARKET RESEARCH) LTD |

## CPV Codes

### Divisions

- 73 - Research and development services and related consultancy services

### Codes

- 73200000 - Research and development consultancy services

## Release History

- 24 Aug 2026 at 16:48 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/2334fddc-16e8-4c81-9ba9-2a76a114409b

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/2334fddc-16e8-4c81-9ba9-2a76a114409b
  24th August 2026 - Awarded contract notice on Contracts Finder
- https://www.contractsfinder.service.gov.uk/Notice/Attachment/ae76ac7b-6aea-4998-a3c3-dff314e642ba
  n/a

## Provenance

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