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PROCUREMENT OPPORTUNITY

BrandIndex and Profiles

Transport for Wales · Contract details notice on Find a Tender

Tender information last checkedLast checked 3 Oct 2026, 23:22.

Opportunity overview

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.

Awarded to

Amounts belong to published awards or contracts. Where several suppliers share one value, it is labelled as shared and is not a supplier-specific allocation.

YouGov

Matched by normalised name
Contract value
£240k
Awarded
Not supplied
Contract signed
3 Feb 2026
Including VAT
£288k
Award ID
1
Status
active
Identifier
GB-PPON PRLT-2433-XDMZ
Location
London, UKI43, EC1Y8RT, United Kingdom

Classification

No classification was supplied.

Lots

  • Lot 1Value not stated

Documents and notices

Published notice details

Additional information from the published procurement release. Fields appear only when supplied by the source; check the original notice and tender documents before acting.

Scope, procedure and submissions

Id
C001325.00
Status
complete
Procurement Method
direct
Procurement Method Details
Direct award
Why this procedure was chosen
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.

Legal basis

Id
2023/54
Scheme
UKPGA

Procedure reasons

Entry 1
Id
additionalRepeatExtensionPartialReplacement
Entry 2
Id
singleSuppliersTechnicalReasons
Entry 3
Id
singleSuppliersIntellectualPropertyExclusiveRights

Lots and requirements

Entry 1
Id
1
Status
complete

Published documents

Entry 1
Id
conflictOfInterest
Document Type
conflictOfInterest
Description
Not published

Buyer, suppliers and contacts

Organisation 1
Name
Transport for Wales
Id
GB-PPON-PPHD-4211-XYXJ

Identifier

Scheme
GB-PPON
Id
PPHD-4211-XYXJ

Address

Street Address
3 Llys Cadwyn
Locality
Pontypridd
Postal Code
CF37 4TH
Country
GB
Country Name
United Kingdom
Region
UKL15

Contact

Name
Procurement

Roles

buyer

Details

Classifications

Entry 1
Scheme
UK_CA_TYPE
Id
publicAuthoritySubCentralGovernment
Description
Public authority - sub-central government
Entry 2
Scheme
UK_CA_DEVOLVED_REGULATIONS
Id
GB-WLS
Description
Welsh devolved regulations apply
Organisation 2
Name
YouGov
Id
GB-PPON-PRLT-2433-XDMZ

Identifier

Scheme
GB-PPON
Id
PRLT-2433-XDMZ

Address

Street Address
50 FEATHERSTONE STREET
Locality
London
Postal Code
EC1Y8RT
Country
GB
Country Name
United Kingdom
Region
UKI43

Contact

Roles

supplier

Details

Scale
large
Vcse
No
Public Service Mission Organization
No
Sheltered Workshop
No

Award information

Award 1
Id
1
Status
active
Main Procurement Category
services

Items

Item 1
Id
1
Related Lot
1

Additional Classifications

Entry 1
Scheme
CPV
Id
79000000
Description
Business services: law, marketing, consulting, recruitment, printing and security

Delivery locations

Entry 1
Region
UK
Country
GB
Country Name
United Kingdom

Suppliers

Supplier 1
Id
GB-PPON-PRLT-2433-XDMZ
Name
YouGov

Related lots

1

Contracts and changes

Entry 1
Id
1
Award ID
1
Title
BrandIndex and Profiles
Status
active
Above Threshold
Yes
Date Signed
3 Feb 2026, 00:00

Period

Starts
10 Mar 2026, 00:00
Ends
9 Feb 2029, 23:59

Value

Including VAT
288,000
Amount
240,000
Currency
GBP

Documents

Entry 1
Id
021713-2026
Document Type
contractNotice
Notice Type
UK7
Description
Contract details notice on Find a Tender
Published
11 Mar 2026, 12:09
Format
text/html

Recorded locations

  • Buyer location · Pontypridd · UKL15 · CF37 4TH · United Kingdom

Notice and amendment history

3 published notice versions reviewed by ProcuraAxis.

3 VERSIONS
  1. 017188-2026Transparency notice on Find a Tender ·
  2. 017215-2026Contract award notice on Find a Tender ·
  3. 021713-2026Contract details notice on Find a Tender ·