The UK’s Gambling Commission has partnered with several research suppliers to enhance its consumer voice framework dedicated to the deeper examination of gambler behaviors. This effort is part of the commission’s expansion of its research capabilities and involves collaboration with four research support companies to better understand the motivations and demographics of gambling.
To support the gambling consumer voice framework, the Commission has enlisted the expertise of Yonder Consulting, a mixed methodology research firm; Humankind Research, specializing in qualitative studies; Savanta, a market research consultancy; and the UK-based Behavioural Insights Team. Senior Advisor at Behavioural Insights Team, Eleanor Collerton, commented, “Behavioural Insights Team combines a deep understanding of human behavior with evidence-led problem-solving to improve people’s lives. 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.”
Yonder Consulting has a longstanding relationship with the Gambling Commission, contributing to various research programs including those examining the unlicensed market and the impact of bonus offers. Each supplier has entered into a two-year contract with the possibility of extension until 2029.
Laura Carter, the Gambling Commission’s head of research, stated, “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.”
### Gambling Survey for Great Britain Support
Additionally, the consumer voice framework complements the national Gambling Survey for Great Britain (GSGB). According to the latest GSGB report, released on 22 May, gambling participation in the UK from September 2024 to January 2025 decreased by three percentage points compared to the prior three months. The last four weeks of the survey indicated that participation in gambling activities was 46%, a decline from the 49% observed in NatCen’s earlier study ending October 2024.
The GSGB survey’s reliability was recently evaluated by the UK’s Office for Statistics Regulation, an arm of the UK Statistics Authority, following concerns about its accuracy. On the same day as the latest results were published, the Office for Statistics Regulation released a report with nine recommendations to enhance the study but confirmed the data’s suitability for public dissemination. The recommendations emphasize the need for the Gambling Commission to provide more detailed information on its quality assurance and validation processes, and to clearly communicate any potential biases that could affect statistical estimates released in the GSGB.
The Commission’s collaboration with external firms aims to significantly improve understanding of gamblers’ behaviors through comprehensive research initiatives.