BrandIndex and Profiles · UK public procurement notice

Additional Repeat Extension Partial Replacement; Single Suppliers Technical Reasons; Single Suppliers Intellectual Property 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.