Transport for Wales Contract Award for BrandIndex and Profiles

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Published March 11th, 2026

Detected March 11th, 2026

Summary

Transport for Wales has awarded a direct contract to YouGov for BrandIndex and Profiles subscription services valued at £240,000. This contract ensures continuity of brand tracking and market analysis tools supporting strategic decision-making.

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What changed

Transport for Wales has awarded a direct contract to YouGov for the continued provision of BrandIndex and Profiles subscription services. The contract, valued at £240,000 excluding VAT, runs from March 10, 2026, to February 9, 2029. The direct award was justified on technical grounds, citing YouGov's unique ability to provide seamless continuity of historical datasets, methodology, and reporting frameworks, which are critical for ongoing brand tracking and market analysis.

This notice serves as an announcement of the contract award. Regulated entities involved in public procurement should note the use of direct award justifications under the Procurement Act 2023 for services requiring technical continuity. No specific compliance actions are required for external parties based on this notice, as it pertains to a specific contract award by a government agency.

Source document (simplified)

Contract

BrandIndex and Profiles

Transport for Wales UK7: Contract details notice - Procurement Act 2023 - view information about notice types

Notice identifier: 2026/S 000-021713

Procurement identifier (OCID): ocds-h6vhtk-065cc2 (view related notices)

Published 11 March 2026, 12:09pm

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Scope Contract 1. BrandIndex and Profiles Other information Procedure Supplier Contracting authority

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Reference

C001325.00

Description

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.

Contract 1. BrandIndex and Profiles

Supplier

YouGov

Contract value

£240,000 excluding VAT
£288,000 including VAT Above the relevant threshold

Date signed

3 February 2026

Contract dates

10 March 2026 to 9 February 2029
2 years, 11 months

Main procurement category

Services

CPV classifications

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

Contract locations

UK - United Kingdom

Other information

Conflicts assessment prepared/revised

Yes

Procedure

Procedure type

Direct award

Direct award justification

Additional or repeat goods, services or works - extension or partial replacement
Single supplier - technical reasons
Single supplier - intellectual property or exclusive rights 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.