Britain’s Gambling Commission is working to enhance its understanding of gambling participation with a new research programme.
The Consumer Voice research programme is designed to give the regulator a better understanding of the experiences of people who gamble.
It will complement the Commission’s existing Gambling Survey for Great Britain (GSGB), which has been criticised for its quality assurance and validation processes and for potentially overestimating the number of problem gamblers, most recently by the Office for Statistics Regulation.
The Commission will work with four specialist research companies to deliver the Consumer Voice programme, each with a different area of expertise.
Yonder Consulting are specialists in mixed methodology research; the Behavioural Insights Team generate and apply behavioural insights to inform policy; Humankind Research uses qualitative and quantitative research to focus on hard to reach audiences; and the final company, Savanta, provides fast-turnaround, cost effective research.
All four research companies have been awarded a two-year contract, with the potential for extension until 2029.
“This new framework gives us greater agility and reach than ever before,” said the Gambling Commission’s head of research, Laura Carter.
“With these four partners, we’re better equipped to commission high-quality research quickly and use a range of approaches to respond to emerging trends or risks as they develop. The Consumer Voice programme is central to our efforts to ensure our decisions are grounded in the lived experiences of all consumers and the evolving realities of gambling.”
Eleanor Collerton, senior advisor at the Behaviour Insights Team, added: “We’re delighted to contribute to the Gambling Commission’s Consumer Voice programme.
“We’re excited to contribute our expertise in experimental research to generate new insights, address key evidence gaps, and help ensure consumer voices shape meaningful and effective gambling policy, building on more than five years of work to reduce gambling harms in GB.”
Tom Silverman, co-founder of Humankind Research, added: “Humankind Research specialises in research with a positive impact, and much of our work is exploring lived experience of complex issues and under-served groups. So we are delighted to be chosen to be the Gambling Commission’s partner for in-depth qualitative research within the Consumer Voice framework.
“It is a fantastic opportunity to work in close collaboration with the Commission to really understand the experiences and needs of people who are involved in or affected by gambling; using sensitive and inclusive research approaches to gain strategic insights that can help to guide policy and priorities.”