BrandIndex and Profiles

Procurement reference

C001325.00

Procurement 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.

Transport for Wales

YouGov

Procedure type

Direct award

Description of how these justifications apply

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.

Direct award justification

Additional repeat extension partial replacement