---
title: "Impact of Artificial Intelligence on the Consumer Journey"
ocid: "ocds-b5fd17-fda0099c-27f8-4d8e-86fd-b09b55803e6e"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-b5fd17-fda0099c-27f8-4d8e-86fd-b09b55803e6e"
markdown_url: "https://d3tenders.com/contract/ocds-b5fd17-fda0099c-27f8-4d8e-86fd-b09b55803e6e.md"
json_url: "https://d3tenders.com/contract/ocds-b5fd17-fda0099c-27f8-4d8e-86fd-b09b55803e6e.json"
source: "Contracts Finder"
current_stage: "Award"
buyer: "OFCOM"
published: "2026-03-12"
---

# Impact of Artificial Intelligence on the Consumer Journey

Buyer: OFCOM  
Current stage: Award  
OCID: ocds-b5fd17-fda0099c-27f8-4d8e-86fd-b09b55803e6e

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## Summary

The procurement process initiated by Ofcom, titled "Impact of Artificial Intelligence on the Consumer Journey", falls under the market research services industry category. The tender focuses on understanding AI tools in the telecoms consumer journey, addressing both residential users and small to medium enterprises. The contract was awarded to Strat7 Limited, trading as Jigsaw Research, on 5th February 2026, with the contract period running from 11th February to 30th June 2026. This tender was conducted as a mini competition via Ofcom's Market Research Framework Agreement, with a total value of £102,060. It involves various delivery locations including the United Kingdom, Channel Islands, Isle of Man, and more.

This tender presents significant opportunities for businesses specialising in market research services, especially those adept at analysing consumer experiences and perceptions within regulated sectors like telecoms. Small and medium enterprises, as well as voluntary, community, and social enterprises, are particularly well-suited to engage, given the specific focus on diverse consumer experiences in AI technology. Companies with expertise in telecoms, consumer insights, and AI-driven market analysis can leverage this opportunity to expand their portfolio and demonstrate capability in handling complex consumer data across different global markets.

## Notice

To better understand Consumers' understanding and experiences of AI tools, specifically related to their consumer journey in Telecoms markets. We also want to understand how these are evolving over time. 1. To explore consumers' understanding and experiences of AI tools across the consumer journey for telecoms services, encompassing broadband, mobile, landline, and bundles of these services and others, as distinct different categories. An important aspect for us to understand is if there are any service-specific differences to consumers' attitudes, awareness, and usage. 2. We are interested in both residential and SMEs' (defined as businesses with up to 249 employees) understanding, attitudes and experiences of AI tools in their consumer journeys, particularly how they differ from each other. 3. To provide context and depth to our findings, we want to compare participants' experiences of AI tools in telecoms with other sectors, particularly regulated sectors such as finance, utilities etc. This will help us to understand whether attitudes and expectations are shaped by broader experiences or if some aspects are unique to the telecoms markets. 4. To understand how experiences and perceptions are evolving over time, how their experiences of AI tools have developed recently, how they think AI is likely to develop in the next 12 months and what developments they would like to see that could improve the consumer journey in telecoms markets.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Contracts Finder |
| Latest notice | https://www.contractsfinder.service.gov.uk/Notice/a1df1b9e-d038-40bb-aabe-8dfd02c86746 |
| Notice type | Award Notice |
| Procurement type | Framework |
| Procurement category | Services |
| Procurement method | Not Specified |
| Procurement method details | Other - Mini Competition via Ofcom Market Research Framework Agreement |
| Tender suitability | SME, VCSE |
| Awardee scale | Large |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 12 Mar 2026 |
| Submission deadline | 14 Jan 2026 |
| Future notice date | Not specified |
| Award date | 5 Feb 2026 |
| Contract period | 11 Feb 2026 - 30 Jun 2026 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | £102,060 |
| Lots value | Not specified |
| Awards value | £102,060 |
| 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 | OFCOM |
| Locality | LONDON |
| Post town | South East London |
| Postcode | SE1 9HA |
| Country | England |
| ITL 1 | TLI London |
| ITL 2 | TLI4 Inner London - East |
| ITL 3 | TLI44 Lewisham and Southwark |
| Local authority | Southwark |
| Electoral ward | Borough & Bankside |
| Westminster constituency | Bermondsey and Old Southwark |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | STRAT7 LIMITED, TRADING AS JIGSAW RESEARCH |

## CPV Codes

### Divisions

- 79 - Business services: law, marketing, consulting, recruitment, printing and security

### Codes

- 79310000 - Market research services

## Release History

- 12 Mar 2026 at 12:21 - Award - Award Notice - https://www.contractsfinder.service.gov.uk/Notice/a1df1b9e-d038-40bb-aabe-8dfd02c86746

## Documents

- https://www.contractsfinder.service.gov.uk/Notice/a1df1b9e-d038-40bb-aabe-8dfd02c86746
  12th March 2026 - Awarded contract notice on Contracts Finder

## Notice URLs

- https://ofcom.bravosolution.co.uk/web/login.shtml

## Provenance

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