Great Britain’s Gambling Commission has partnered with four research suppliers as it looks to better inform its work in regulating the industry.
Yonder Consulting, The Behavioural Insights Team, Humankind Research and Savanta have all signed a two-year contract, with the potential for extension until 2029, to become part of the Commission’s Consumer Voice framework.
The Gambling Commission’s head of research, Laura Carter, said the partners will allow the regulator to “commission high-quality research quickly” and “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,” Carter added.
Yonder Consulting offer mixed methodology research, while The Behavioural Insights Team work on experimental and behavioural research.
Humankind Research are focused on “hard-to-reach” audiences, and the Commission said Savanta will provide “fast-turnaround, cost-effective research.”
The Consumer Voice framework complements the Gambling Commission’s Gambling Survey for Great Britain, which the regulator hopes can become the new standard for understanding the gambling habits of the country’s population – including tracking gambling harms.
The regulator said the expanded framework will allow it to “delve deeper” into areas such as those gambling on specific products.
Joe Wheeler, associate director of Yonder Consulting, said: “Over the past three years Yonder Consulting have partnered with the Gambling Commission in delivering mixed-methods research for the Consumer Voice Programme.
“We’ve supported on a wide range of impactful research programmes, covering elements of the consumer experience like trust in the industry, engagement with the unlicensed market, behaviours during key sporting events and the impact of marketing and bonus offers.
“We’re delighted to continue our ongoing partnership and to support The Commission in delivering against key policy evidence gaps.”
