Gamblingkommissionen har udviklet en meget forbedret Consumer Voice-ramme, der markerer et stort skift i, hvordan reguleringsmyndigheden engagerer sig i og forstår oplevelserne hos forbrugere, der spiller i Storbritannien. Denne nye ramme udvider omfanget af forskning for kommissionen, hvilket muliggør mere nuancerede og inkluderende forståelser af adfærd og motivationer relateret til gambling, samt de udfordringer, som forskellige forbrugergrupper står overfor.
Fire specialiserede partnere nye for den redesignede forbrugerstemme
Denne initiativ bringer fire specialiserede forskningsleverandører ind, hver med unikke færdigheder til at forbedre Kommissionens evne til at indsamle indsigt:
- Yonder Consulting: Experienced in both quantitative and qualitative research methodologies to deliver comprehensive insights.
- The Behavioural Insights Team (BIT): Renowned for experimental and behavioural research, utilizing behavioural science to understand the hidden consumer decision-making processes.
- Humankind Research: Experts in qualitative research focusing on elusive and minority populations, as well as individuals impacted by gambling issues.
- Savanta: Providers of quick, cost-effective research solutions that enable timely monitoring of consumer opinions and emerging trends.
Hver leverandør har fået tildelt en toårig kontrakt med mulige forlængelser op til 2029, hvilket sikrer kontinuitet og tilpasning til udviklende forskningsbehov.
Øget smidighed og dimensioner i forbrugerforskning
Laura Carter, leder af forskning hos Gambling Commission, understregede betydningen af denne ramme:
“This new framework gives us greater agility and reach than ever before. With these four partners, we are better able to commission high-quality research quickly and use varied methodologies to respond to emerging trends or risks. The Consumer Voice programme is central to ensuring our regulatory decisions are informed by the lived experiences of all gambling consumers and the changing landscape of gambling in Great Britain.”
This programme complements the Commission’s leading Gambling Survey for Great Britain (GSGB), adopting a flexible, targeted approach that enables deep dives into specific issues, pilot innovative research methods, and track shifts in attitudes over time.
Indvirkning og rækkevidde: Engagerer mere end 10.000 forbrugere i 2024
I 2024 engagerede Consumer Voice-programmet med succes over 10.000 spilleforbrugere og gav indsigt i flere kritiske bekymringer:
- Finansielle risikovurderinger og forbrugerbeskyttelse
- Indvirkningen og kontrollen af bonusincitamenter
- Spillemønstre under leveomkostningskrisen
- Kunderinteraktioner med autoriserede og ikke-autoriserede væddemålsmarkeder
Fra forskningspartnere
Joe Wheeler, Associate Director, Yonder Consulting:
“Over the past three years, Yonder Consulting has partnered with the Gambling Commission to deliver mixed-methods research for the Consumer Voice Programme. We’ve supported 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, The Behavioural Insights Team (BIT):
“We’re proud to contribute to the Consumer Voice programme by applying behavioural science and experimental research to generate actionable insights. Our work supports the Commission’s mission to mitigate gambling harms and ensure consumer perspectives shape effective policy.”
Tom Silverman, medstifter, Humankind Research:
“Focusing on work that has a positive social outcome, we pay attention to the real lives of complex and neglected people. Working together with the Gambling Commission helps us use sensitive and inclusive methods to learn more about those who are touched by gambling, helping us make smart policies.”
Olly Wright, Head of Public, Savanta:
“Savanta’s quick-turn qualitative research tools enable the Commission to stay attuned to consumer opinions and behaviours, ensuring the voices of gambling consumers remain at the heart of regulatory efforts.”
Gambling Commission's forbedrede Consumer Voice-ramme repræsenterer et modigt engagement i evidensbaseret regulering, der prioriterer forbrugerens velfærd. Denne initiativ gør det muligt for Kommissionen at fremme et sikrere og mere retfærdigt spillemiljø i hele Storbritannien gennem forskellige forskningsmetoder og øget deltagelse fra en bred vifte af spilleforbrugere, herunder sårbare og svære at nå grupper.
For more details about the Consumer Voice programme and other ongoing research initiatives, visit the official website of the Gambling Commission.
Denne initiativ understreger Gambling Commission’s dedikation til gennemsigtighed, inklusivitet og innovation i at beskytte og styrke spilleforbrugere i hele Storbritannien.
