---
title: "Nudge Theory Smart Mways"
ocid: "ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "HIGHWAYS ENGLAND"
published: "2018-08-06"
---

# Nudge Theory Smart Mways

Buyer: HIGHWAYS ENGLAND  
Current stage: Award  
OCID: ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a.json)

## Summary

Highways England is seeking specialist consultancy services under the title "Nudge Theory Smart Mways" to conduct research on the application of 'nudge theory' to enhance driver safety on smart motorways. This procurement, classified under research and development services, was awarded on 31 July 2018, following a selective procurement method via a call-off from a framework agreement. The contract has a total value of approximately £149,473 and will be active from 2 August 2018 until 31 August 2019. The project is located in London, United Kingdom, with the tender period concluding on 10 July 2018.

This opportunity presents a significant avenue for business growth, particularly for companies specialising in behavioural research, road safety consultancy, or innovative transport solutions. Given the nature of the project, firms with expertise in integrating psychological principles into design or service delivery, as well as established consultancies with experience in government contracts, would be well-suited to pursue similar tenders. Engaging in this kind of project could position businesses at the forefront of enhancements in infrastructure safety and driver behaviour management.

## Notice

Highways England is procuring specialist consultancy services to carry out research into the potential use of 'nudge theory' to influence driver perceptions and behaviour on smart motorways, with the aim of improving safety.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/ed093b32-a5cf-4492-9490-1da1cd9bc6a5 |
| Notice type | Award Notice |
| Procurement type | Framework |
| Procurement category | Services |
| Procurement method | Selective |
| Procurement method details | Call-off from a framework agreement |
| Tender suitability | Not specified |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 6 Aug 2018 |
| Submission deadline | 10 Jul 2018 |
| Future notice date | Not specified |
| Award date | 30 Jul 2018 |
| Contract period | 1 Aug 2018 - 31 Aug 2019 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £149,473 |
| Lots value | Not specified |
| Awards value | £149,473 |
| 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 | HIGHWAYS ENGLAND |
| Locality | BIRMINGHAM |
| Post town | Birmingham |
| Postcode | B1 1RN |
| Country | England |
| ITL 1 | TLG West Midlands (England) |
| ITL 2 | TLG3 West Midlands |
| ITL 3 | TLG31 Birmingham |
| Local authority | Birmingham |
| Electoral ward | Ladywood |
| Westminster constituency | Birmingham Ladywood |
| Delivery location | TLI London |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | ATKINS/CH2M |

## CPV Codes

### Divisions

- 73 - Research and development services and related consultancy services

### Codes

- 73000000 - Research and development services and related consultancy services

## Release History

- 6 Aug 2018 at 10:48 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/ed093b32-a5cf-4492-9490-1da1cd9bc6a5

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/ed093b32-a5cf-4492-9490-1da1cd9bc6a5
  6th August 2018 - Awarded contract notice on Contracts Finder
- https://www.contractsfinder.service.gov.uk/Notice/Attachment/0c20323e-dbd9-4db4-a1a5-068435b8321b
  n/a

## Provenance

This Markdown file is an alternate public rendering of the D3 Tenders contract record. The canonical page is https://d3tenders.com/contract/?ocid=ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-b5fd17-b6f21b72-db9c-40cd-8642-b860a4634c0a.json.