# Insight & Analysis of Consumer Attitudes to IP Infringement

> Contract award record from UK public-sector procurement sources.

## Key facts

- Public buyer: [Intellectual Property Office](/buyers/intellectual-property-office/contract-awards)
- Contract winner: AUDIENCENET LIMITED
- Award value: £79,000
- Tender value: £99,000
- Award date: 21 June 2021
- Published: 22 July 2021
- Contract start: 29 June 2021
- Contract end: 30 April 2022
- Stage: awarded
- Notice ID: 601d4cec-d17a-4354-92ce-bb5746d4685b-453809
- OCID: ocds-b5fd17-c5e47bb8-f677-4ba8-be7b-d88660f520bc

## Description

The objective of this project was to provide the IPO with an enhanced evidence base that identifies the most effective methodologies, and the communications levers that have the best chance of changing consumer attitudes and behaviours to counterfeiting and piracy\. Deliver evidence-based recommendations on the most appropriate audiences and sectors, which will enable IPO to undertake and evaluate their first targeted communications campaign to address infringement\. Existing research has identified that 16% of females in the UK, aged 18-34, had confirmed knowingly purchasing counterfeit beauty/hygiene products in the previous 12 months\. The results of this project will underpin IPO's integrated communications campaign in quarter three, focussing specifically on the target demographic, aiming to change their perceptions of the personal/social harms, potentially lowering demand for counterfeit goods within the sector\. Following an evaluation of this work, and learning the lessons from this and previous campaigns, the IPO will then develop proposals to upscale this approach to other sectors and consumer demographics\. This project has now been awarded, it was advertised under the following link: https://www\.contractsfinder\.service\.gov\.uk/notice/c50e4c3c-3259-4ba5-91c4-9b255836e392?origin=SearchResults&p=1

## Related contract awards

- [Opswat CDR](/contracts/ocds-b5fd17-2aded50c-95cc-40df-ae44-113442a5a5da): Intellectual Property Office
- [Project accelerator DDat 2026](/contracts/ocds-b5fd17-288c67cf-1aa9-4e61-ab1b-6b1a26c72bba): Intellectual Property Office
- [Two Way Radio and Maintenance](/contracts/ocds-b5fd17-813e2c52-81bd-480e-a985-4e6364bcbd07): Intellectual Property Office
- [OCI & Physical Goods Trackers](/contracts/ocds-b5fd17-886845f2-3af4-4f30-b0d6-8fdc22ef5934): Intellectual Property Office
- [OCI & Physical Goods Trackers - Lots 1&2](/contracts/ocds-b5fd17-91af7b94-067b-4ab3-9b44-ed43c3030829): Intellectual Property Office
- [The On Line Copyright Infringement Tracker: Wave 11](/contracts/ocds-b5fd17-8db306d8-13fc-4fb0-bc4e-33d20e618d29): Intellectual Property Office

## Source

[View the original notice on Contracts Finder](https://www.contractsfinder.service.gov.uk/Notice/601d4cec-d17a-4354-92ce-bb5746d4685b-453809)