Gambling Commission Initiate New Consumer Voice Framework

It has recently been announced that the Gambling Commission has launched a new Consumer Voice framework designed to enhance its understanding of gambling behaviors across Great Britain. This initiative marks a significant step in the regulatory body’s commitment to gaining deeper insights into consumer habits through collaborations with four specialized research firms: Yonder Consulting, The Behavioural Insights Team, Humankind Research, and Savanta. Each has secured a two-year deal with an option for extension until 2029.

Enhancing Consumer Insights: The Consumer Voice Framework

The newly developed Consumer Voice framework is poised to transform how the Gambling Commission gathers and analyzes data related to gambling practices across the nations. By leveraging the expertise of these research suppliers, the framework aims to provide comprehensive insights into consumer behaviors, preferences, and experiences—covering everything from sports betting to online casino products.

This initiative will enable the Gambling Commission to explore various betting trends, such as frequency and type of bets, including niche gambling platforms. Additionally, it will highlight instances of negative experiences related to gambling, whether from personal engagement or observations of others.

Key Research Partners in the Consumer Voice Framework

The four specialized firms contribute distinct strengths to the research initiative, facilitating a multidimensional approach to understanding gambling patterns:

• Yonder Consulting: Specialists in mixed-method research, providing both qualitative and quantitative insights.
• The Behavioural Insights Team: Experts focusing on behavioral research, offering innovative approaches to understanding gambling habits.
• Humankind Research: Qualitative research leaders aiming to reach underrepresented audiences and understanding their unique perspectives.
• Savanta: Known for cost-effective and rapid research solutions, ensuring timely insights are available to the commission.

Statements from Gambling Commission Leadership

Laura Carter, Head of Research at the Gambling Commission, expressed optimism regarding the new framework:

“This initiative provides unprecedented agility and reach. Partnering with these four organizations equips us to commission high-quality research rapidly, enabling us to address emerging trends and risks effectively. The Consumer Voice programme is essential in grounding our decisions in the lived experiences of consumers within the evolving landscape of gambling.”

In 2024, the engagement is projected to reach over 10,000 gamblers, with past studies revealing critical insights related to sign-up bonuses, financial risk assessments, and betting behavior during economical challenges.

Insights from the Research Partners

Each of the participating research firms has articulated the significance of their contributions to this groundbreaking framework:

Tom Silverman, Co-Founder, Humankind Research:
“Humankind Research is dedicated to impactful research, particularly involving complex issues and underserved groups. We are excited to work closely with the Gambling Commission to deeply understand the experiences of those affected by gambling.”

Olly Wright, Head of Public, Savanta:
“Savanta is thrilled to support the Commission through this program. Our comprehensive research tools will help ensure that consumer insights are central to the Commission’s work.”

Joe Wheeler, Associate Director, Yonder Consulting:
“Our partnership with the Gambling Commission over the past three years has been instrumental in addressing key aspects of consumer experiences, from trust in the industry to engagement with unlicensed markets. We look forward to further collaboration.”

Eleanor Collerton, Senior Advisor, The Behavioural Insights Team (BIT):
“We are excited to contribute our expertise in experimental research to this vital program. Our focus on behavioral science helps ensure that the voices of gambling consumers are at the forefront of developing effective policy solutions.”

Conclusion

This new Consumer Voice framework represents a strategic advancement for the Gambling Commission, enabling it to adapt to the evolving landscape of gambling behaviors and consumer needs. By harnessing a diverse pool of research expertise, the framework seeks to foster a clearer understanding of the complexities within the gambling sector, ultimately shaping policies that enhance consumer protection and welfare.

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