Gambling Commission hires four research suppliers
The Gambling Commission Collaborates with Research Firms to Deepen Insights into Gambler Behavior
The UK’s Gambling Commission is taking proactive steps toward enhancing its understanding of gambling behaviors by partnering with leading research suppliers. This initiative aims to support its Consumer Voice Framework, designed to explore the nuances of gambler motivations and demographics extensively.
By establishing contracts with four esteemed research firms, the Gambling Commission seeks to bolster its capability to conduct comprehensive inquiries into gambling practices. These partnerships include:
- **Yonder Consulting** – Specializing in mixed methodology research, Yonder holds a proven track record with the Commission, having previously contributed to studies on the unregulated market and the effects of promotional bonuses.
- **Humankind Research** – A qualitative research firm known for its focus on consumer experiences.
- **Savanta** – A market research consultancy that provides actionable insights across diverse sectors.
- **Behavioural Insights Team** – This UK-based team merges behavioral science with evidence-based problem-solving, focusing on improving consumer welfare.
“The Behavioral Insights Team combines a deep understanding of human behavior with evidence-led problem solving to improve people’s lives,” stated Senior Advisor Eleanor Collerton. “We’re excited to contribute our expertise in experimental research to generate new insights, address key evidence gaps, and ensure consumer voices shape meaningful and effective gambling policy, building on over five years of effort to mitigate gambling harms in Great Britain.”
Each research partner has signed a two-year contract with the Gambling Commission, with opportunities for extension until 2029. Laura Carter, the Commission’s head of research, expressed optimism about these collaborations, stating, “With these four partners, we’re better equipped to curate high-quality research promptly and adaptively in response to emerging trends and potential risks.”
“The Consumer Voice Program is crucial for ensuring our decisions reflect the lived experiences of consumers amidst the evolving gambling landscape,” she added.
Support for the Gambling Survey for Great Britain
The Consumer Voice Framework complements the national Gambling Survey for Great Britain (GSGB), an essential tool for tracking gambling participation trends. The latest GSGB findings, released on May 22, indicated a decrease in overall gambling participation, dropping three percentage points from the previous reporting period from September 2024 to January 2025.
Specifically, the survey showed that gambling activity within the last four weeks was reported at 46%, down from 49% in NatCen’s preceding study that concluded in October 2024.
In light of concerns over the reliability of the GSGB survey, the UK Statistics Authority’s Office for Statistics Regulation conducted a review. The resulting report, issued concurrently with the most recent data, outlined nine recommendations aimed at enhancing the study’s credibility. Despite these concerns, the Office affirmed that there is no reason to withhold the data from dissemination.
Among the recommendations, the Gambling Commission is urged to provide more detailed information about its quality assurance protocols and validation processes. Additionally, it is crucial for the Commission to communicate any potential biases that may influence the GSGB estimates within statistical releases.
In conclusion, collaborative efforts between the Gambling Commission and leading research firms signify a promising stride toward understanding gambling behaviors better and crafting informed policies that safeguard consumer interests.
