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    ContractsUnderstanding How People Talk About and Use AI Chatbots: A Study on Trust and Media Literacy
    Awarded contract

    Understanding How People Talk About and Use AI Chatbots: A Study on Trust and Media Literacy

    Awarded
    £85.5k
    Published 6 Nov 2026

    A qualitative research study examining how people communicate with AI chatbots, their trust levels, and their media literacy behaviors.

    🇬🇧United KingdomPublished 6 Nov 2026· TodayviaContracts Finder
    Awarded
    £85.5k
    Published 6 Nov 2026

    Decision brief

    4 fields
    • Contract value
      £85,536
      Pounds sterling
    • Tender closed
      30 Sept 2026
      1 month ago
    • Sector
      Professional Services
      Browse related listings
    • Location
      🇬🇧United Kingdom

    Suppliers

    1 supplier
    • MR
      Magenta Research Ltd
    Lead contractor

    Lifecycle

    Awarded

    Contract awarded. Originally published today.

    6 Nov 202630 Sept 2026

    Brief

    This qualitative research project seeks to explore how people communicate with and discuss AI chatbots, their levels of trust in these technologies, and their media literacy practices. The research will examine the language patterns users employ when interacting with chatbots, public discourse surrounding AI chatbots, and how these factors relate to user trust and media literacy behaviors. Suppliers should conduct interviews, focus groups, or similar qualitative methods to gather insights into user perceptions, communication styles, and critical evaluation skills regarding AI chatbot technology.

    Track record

    15 awards · 14 winners
    Open field

    No single supplier dominates the field.

    In professional services, OFCOM has awarded 15 contracts to 14 suppliers.

    Who wins here
    1. Magenta Research Ltd2× · 13%
    2. Navigator Insight (Formally Blue Marble Research)1× · 7%
    3. Accenture (UK) Ltd1× · 7%
    4. Yonder Consulting1× · 7%
    5. Critical Research Ltd.1× · 7%
    6. CVENT EUROPE LTD1× · 7%

    +8 more suppliers

    Across professional services, the most active winners are REED SPECIALIST RECRUITMENT LIMITED, KPMG LLP, PROMAR INTERNATIONAL — the field to beat, or your route in as a partner.

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    Take action
    View on sourceContracts Finder

    Award notice and full record on the publisher's site

    Publisher
    UK Cabinet Office
    Licence
    OGL v3.0
    Source
    contractsfinder.service.gov.uk
    Record ID
    779081a4-c909-421f-8695-aa6702b34972-920762

    Your fit

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    This went to Magenta Research Ltd. Sonar reads OFCOM's work like this against your business — who holds it, and whether you could compete or partner next time.

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    Buyer
    OFCOM
    Sector
    Professional Services