Gambling Commission partners with four research suppliers to enhance consumer engagement framework

In a recent development, the UK Gambling Commission has enlisted the support of four research suppliers as part of its consumer voice framework initiative. This strategic move is aimed at gaining a deeper understanding of gambler behaviours and motivations.

The commission has partnered with various research support companies including Yonder Consulting, Humankind Research, Savanta, and the Behavioural Insights Team. These firms bring a wealth of expertise in areas such as mixed methodology research, qualitative studies, and market research consultancy.

Laura Carter, head of research at the Gambling Commission, expressed confidence in the newly established partnerships, stating that they will enable the commission to commission high-quality research more efficiently and respond effectively to emerging trends in the gambling landscape.

The consumer voice framework is set to complement the national Gambling Survey for Great Britain (GSGB). The most recent GSGB study revealed a slight decline in overall gambling participation in the UK, prompting the commission to further explore consumer behaviours and trends in the gambling industry.

The Office for Statistics Regulation has conducted a review of the GSGB survey, making recommendations for improvements to enhance the reliability and accuracy of the data. The Gambling Commission has been urged to provide more detailed information on its quality assurance processes and potential biases that may impact the survey estimates.

Overall, the collaboration with the research suppliers marks a significant step towards enhancing the commission’s research capabilities and ensuring that consumer voices play a key role in shaping effective gambling policies in the UK.