British Gambling Commission launches new customer feedback framework
The new Consumer Voice framework is intended to improve how the regulator listens to the experiences of gamblers in Britain.
UK.- The Gambling Commission has launched a new and improved Consumer Voice framework. The move is intended to expand the regulator’s research capabilities and improve how it listens to and understands the experiences of gamblers in Great Britain.
The new framework involves four specialist research suppliers, which the regulator says each bring unique expertise that will allow it to learn more about he views, motivations, and behaviours of gambling consumers, including those from underrepresented or harder-to-reach groups such as people who gamble on specific gambling products, particular demographic groups, and those experiencing negative consequences from their own or someone else’s gambling.
Under the new framework, the Consumer Voice programme will now be supported by: Yonder Consulting, specialists in mixed methodology research, The Behavioural Insights Team, experts in experimental and behavioural research, Humankind Research, qualitative experts with a focus on hard-to-reach audiences and Savanta, providers of fast-turnaround, cost-effective research.
Each supplier has signed a two-year contract, with the potential for extension until 2029.
Gambling Commission head of research Laura Carter said: “This new framework gives us greater agility and reach than ever before. 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.”
The Consumer Voice framework is intended to complement the commission’s Gambling Survey for Great Britain (GSGB), which was introduced last year. The framework aims to offer a flexible, targeted approach to gathering insight. In 2024, the programme engaged with over 10,000 gambling consumers. Studies have tackled issues like financial risk checks, bonus incentives, and gambling during the cost-of-living crisis.
Joe Wheeler, associate director at 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.”
Eleanor Collerton, senior advisor at The Behaviour Insights Team (BIT), said: “As a global research and innovation consultancy, BIT combines a deep understanding of human behaviour 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.”
Tom Silverman, co-founder of Humankind Research, said: “Humankind Research specialises in research with a positive impact, and much of our work is exploring lived experience of complex issues and under-served groups. So we are delighted to be chosen to be the Gambling Commission’s partner for ‘in-depth qualitative research’ within the Consumer Voice framework.
“It is a fantastic opportunity to work in close collaboration with the Commission to really understand the experiences and needs of people who are involved in or affected by gambling; using sensitive and inclusive research approaches to gain strategic insights that can help to guide policy and priorities.”
Olly Wright, head of public at Savanta, added: “Through our range of quantitative and qualitative quick-turnaround research tools, we can ensure the Commission stays on the pulse of consumer opinion and behaviours and help it in its efforts to put the voice of gambling consumers at the heart of its work.”
As for the GSGB, the new methodology has been questioned by some stakeholders. The Institute of Licensing (IoL), the professional association for licensing practitioners in the UK, this week urged the British Gambling Commission to improve its use of GSGB data and increase stakeholder engagement.
A review of the survey by the Office for Statistics Regulation, part of the UK Statistics Authority, made nine recommendations for improvements but found no reason for the Gambling Commission not to publish data from the survey in the meantime.
