UK's Gambling Regulator Hires Research Specialists to Gain Deeper Insights into Consumer Behaviour
The Gambling Commission of the United Kingdom (UKGC) has revamped its Consumer Voice programme, incorporating four specialist research firms to enhance its comprehension of gambling habits within Great Britain. This move is in response to criticism concerning the reliability of the regulator's primary gambling survey.
Laura Carter, head of research at the UKGC, commented, "This new framework offers us unparalleled agility and reach."
She added, "With these four partners, we are better positioned to commission quick, high-quality research and utilize a variety of methodologies to address emerging trends or risks promptly."
Under this new model, Yonder Consulting, the Behavioural Insights Team (BIT), Humankind Research, and Savanta have all agreed to two-year contracts, contributing targeted research and analysis.
The revised program seeks to engage consumers from underrepresented groups, including those using specific gambling products, specific demographics, and individuals experiencing adverse gambling effects. The new structure also enables the Commission to conduct research more swiftly and adapt dynamically to emerging trends or risks in the gambling industry.
The Consumer Voice program will operate alongside the Gambling Survey for Great Britain (GSGB), offering a flexible, targeted approach to gather in-depth, issue-specific insights. The program aims to ensure the Commission's decisions are based on the evolving realities and lived experiences of all consumers.
Yonder Consulting specializes in mixed methodology research, combining quantitative and qualitative approaches. The Behavioural Insights Team focuses on experimental and behavioural research, examining how individuals make gambling decisions. Humankind Research is known for engaging hard-to-reach audiences, while Savanta provides fast-turnaround, cost-effective research solutions. Each firm has signed a two-year contract, with the possibility of extension until 2029.
- The four partner research firms, including Yonder Consulting, the Behavioural Insights Team (BIT), Humankind Research, and Savanta, aim to provide the Gambling Commission of the United Kingdom with unparalleled agility and reach in the area of casino-and-gambling research.
- Under the new structure of the Consumer Voice program, these firms specializing in mixed methodology, behavioural, hard-to-reach audiences, and fast-turnaround research are positioning the Commission to address emerging trends and risks in the casino-and-gambling industry more swiftly and effectively.
