TRAS3118 - Refresh of the Transport User Personas
DfTc - Department for Transport
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Procurement
- 73200000 Research and development consultancy services
What happened
DfTc - Department for Transport awarded this contract to IPSOS (MARKET RESEARCH) LTD worth £500,000 on 24 Aug 2026. The contract runs until 16 Aug 2028.
Description
The Transport User Personas were launched in 2023 and directly supports tailored policy-making and communications. We will undertake a refresh of the Transport User Personas to support the department's Improving Journeys for People strategic outcome. The refresh will provide updated analysis and tools for the persons and the work will involve: - Updating the data - Adding new aspects of transport e.
g. road safety behaviour, freight and aviation and maritime - Increasing coverage of rural areas - Refreshing the appearance of the personas and outputs - Introducing some chatbot-style functionality to make the tool more interactive e. g.
helping users to identify which personas are most important for policy questions. The project will take about a year, concluding with the relaunch of the personas in September 2027.
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External ID: cf-ocds-b5fd17-a35b86f3-8f00-467a-9c8e-9a6d6e862ffe • Added 24 August 2026