Long or short ....
As it happens I did this as part of my degree way back when.... so fortunately have some experience to fall back on.
In practice 90% of the UK is a variation of a silty sandy clay, and so you will not go wrong by using a figure of 1.7W/m/°K
The way we do it is. as a first start we use the BGS web site both for the superficial deposits and the local borehole records to gather data,
Geology of Britain viewer | British Geological Survey (BGS) we then talk to local farmers and landowners and inf necessary dig a trail pit to confirm our findings - on one job a rock outcrop discovered when we ran a 40m long trial trench across the field totally changed our loop layout. - As per above, I understand the data I'm reading and seeing.
i.e observation is usually sufficient.
If we still have any slight concerns, we then order a report from the BGS £45 with the data. - We ALWAYS do that for boreholes, else we don't know deep we will have to go.
For domestic sized heat pumps we would normally stop at that unless we had serious concerns.
For a commercial system - i.e anything over 45kW we would have tests carried out on actual soil samples taken from a number of places across the site. - The report to linked below was prepared by the BGS, so will give you an insight into the complicated nature of the tests and samples that need to be taken.
AS we have not )yet) done any very large commercial borehole schemes, we haven't yet done the trial borehole and thermal conductivity tests, if it was for a new major development where performance is critical, say a hospital with large heat demand, then trial boreholes with core samples for lab testing and onsite thermal conductivity tests would be a normal part of the site survey and feasibility process. Think £10k+ just on testing...
See this document
http://www.gshp.org.uk/pdf/CambridgeSeminar2011/JonBusby_BGS_Thermal_Conductivity.pdf
The advantage of the BGS data is that it has been collected over 100's of years, and the land surface isn't something that changes very often, so a 100 year old borehole record is still valid today.
Bearing in mind that when burying HV electric cables, the ground thermal conductivity is also important, The IEEE has also developed a tool for measuring up to 1.5m deep - right for cables and ideal info for ground loops - testing of this nature isn't too expensive. see here:
Soil thermal properties - Wikipedia, the free encyclopedia though might be too costly for the average 15kW domestic system.
p.s. see this also
https://shop.bgs.ac.uk/GeoReports/examples/modules/C011.pdf