---
title: "BrandIndex and Profiles"
ocid: "ocds-h6vhtk-065cc2"
canonical_url: "https://d3tenders.com/contract/?ocid=ocds-h6vhtk-065cc2"
markdown_url: "https://d3tenders.com/contract/ocds-h6vhtk-065cc2.md"
json_url: "https://d3tenders.com/contract/ocds-h6vhtk-065cc2.json"
source: "Find A Tender Service"
current_stage: "Award"
buyer: "TRANSPORT FOR WALES"
published: "2026-03-11"
---

# BrandIndex and Profiles

Buyer: TRANSPORT FOR WALES  
Current stage: Award  
OCID: ocds-h6vhtk-065cc2

[View canonical contract page](https://d3tenders.com/contract/?ocid=ocds-h6vhtk-065cc2)  
[Download OCDS JSON](https://d3tenders.com/contract/ocds-h6vhtk-065cc2.json)

## Summary

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.

## Notice

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.

## Key Details

| Field | Value |
| --- | --- |
| Publication source | Find A Tender Service |
| Latest notice | https://www.find-tender.service.gov.uk/Notice/021713-2026 |
| 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 |
| All stages | Award |

## Dates

| Field | Value |
| --- | --- |
| Publication date | 11 Mar 2026 |
| Submission deadline | Not specified |
| Future notice date | Not specified |
| Award date | 3 Feb 2026 |
| Contract period | 10 Mar 2026 - 9 Feb 2029 |
| Recurrence | Not specified |

## Values

| Field | Value |
| --- | --- |
| Tender value | Not specified |
| Lots value | Not specified |
| Awards value | £240,000 |
| Contracts value | £240,000 |

## Status

| Field | Value |
| --- | --- |
| Tender status | Complete |
| Lots status | Complete |
| Awards status | Active |
| Contracts status | Active |

## Buyer

| Field | Value |
| --- | --- |
| Main buyer | TRANSPORT FOR WALES |
| Locality | PONTYPRIDD |
| Post town | Cardiff |
| Postcode | CF37 4TH |
| Country | Wales |
| ITL 1 | TLL Wales |
| ITL 2 | TLL5 South East Wales |
| ITL 3 | TLL51 Central Valleys and Bridgend |
| Local authority | Rhondda Cynon Taf |
| Electoral ward | Pontypridd Town |
| Westminster constituency | Pontypridd |
| Delivery location | Not specified |

## Supplier

| Field | Value |
| --- | --- |
| Number of suppliers | 1 |
| Supplier names | YOUGOV |

## CPV Codes

### Divisions

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

### Codes

- 79000000 - Business services: law, marketing, consulting, recruitment, printing and security

## Release History

- 11 Mar 2026 at 12:09 - Award - UK7 - Contract Details Notice - https://www.find-tender.service.gov.uk/Notice/021713-2026
- 26 Feb 2026 at 11:18 - Award - UK6 - Contract Award Notice - https://www.find-tender.service.gov.uk/Notice/017215-2026
- 26 Feb 2026 at 10:25 - Award - UK5 - Transparency Notice - https://www.find-tender.service.gov.uk/Notice/017188-2026

## Documents

- https://www.find-tender.service.gov.uk/Notice/021713-2026
  11th March 2026 - Contract details notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/017215-2026
  26th February 2026 - Contract award notice on Find a Tender
- https://www.find-tender.service.gov.uk/Notice/017188-2026
  26th February 2026 - Transparency notice on Find a Tender

## Notice URLs

- https://tfw.wales/
- https://www.legislation.gov.uk/ukpga/2023/54/contents

## 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-h6vhtk-065cc2. The underlying structured data is available as OCDS JSON at https://d3tenders.com/contract/ocds-h6vhtk-065cc2.json.