Provision of Brand Tracking and Insights Services

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1. At a glance

2. Scope of Work

Technological University Dublin (TU Dublin) seeks to procure brand tracking and insights services. The university requires an external partner to deliver ongoing brand tracking and insights, including annual measurement of awareness and attitudes towards TU Dublin and the wider Higher Education sector. This service is intended to support informed decision-making and long-term growth by providing evidence-led understanding of the university's brand.

The appointed agency will be required to:

• Maintain methodological continuity with the existing tracking framework while allowing for appropriate evolution of insights.
• Deliver consistent, high-quality insight and analysis on awareness, attitudes, and perceptions of TU Dublin and the broader Irish higher education sector.
• Provide clear, actionable analysis to directly inform brand, communications, and student recruitment strategies.

The brand tracking will encompass the following areas:

• Awareness: Spontaneous and prompted awareness of TU Dublin and other Irish universities.
• Perceptions: Assessment of TU Dublin’s brand attributes in comparison to key competitors.
• Communications Awareness: Awareness of advertising and communications by Higher Education institutions.
• Campaign Evaluation: Prompted awareness and evaluation of TU Dublin campaigns, including exposure to creative assets.
• Audience Profiling: Demographic profiling, including media consumption and educational background.
• Choice Drivers: Identification of factors influencing university choice among individuals aged 16-24 and their parents/guardians.

The results are intended to:

• Measure the year-on-year impact of brand campaigns.
• Track changes in awareness, consideration, and perception of TU Dublin.
• Understand expectations, motivations, and decision drivers among priority audiences.
• Support evidence-based marketing and recruitment planning.

Fieldwork is scheduled to occur annually in early November, commencing in November 2026, to ensure methodological consistency and robust year-on-year comparisons.

3. Background & buyer context

This procurement is driven by Technological University Dublin's strategic objective to develop a robust, evidence-led understanding of its brand. This is crucial for informed decision-making and long-term growth within a competitive Higher Education landscape. Since 2019, TU Dublin has conducted annual national brand tracking. The data generated is now central to strategic planning, campaign development, and evaluation. The university intends to continue investing in multi-channel brand activity and requires an external partner to provide ongoing brand tracking and insights services. This initiative aligns with the broader context of higher education sector competition and the need for data-driven strategic positioning.

4. Eligibility & selection criteria

Bidders must meet the following minimum requirements to be considered:

• Turnover requirement: Provide objective evidence confirming annual company turnover for the previous 3 financial years. (Specific minimum figure not stated in provided text, but a reference to €50,000 is present in non-binding context).
• Insurance: Hold insurances to the minimum levels specified for the term of the Services Contract:
• Employer’s Liability: €13 million limit per claim.
• Public Liability: €6.5 million limit per claim.
• Professional Liability: €2.1 million limit per claim.
• Certifications: Not specified for this tender.
• Past experience: Demonstrate delivery of a minimum of three (3) contracts of a similar nature and scale to this tender requirement within the last three (3) years. At least one of these contracts must have been within the Public Sector.
• Personnel: Not specified for this tender.
• Geographic / facility constraints: Services are to be provided in Ireland.

5. Award criteria & scoring

Criterion Weight (%) Sub-criteria