The Gambling Commission has developed a much-improved Consumer Voice framework, marking a major shift in how the regulator engages with and understands the experiences of consumers who gamble in Great Britain. This new framework expands the scope of research for the Commission, enabling more nuanced and inclusive understandings of behaviors and motivations related to gambling, as well as the challenges faced by diverse consumer groups.
Quatro Parceiros Especialistas Novos para a Voz do Consumidor Reformulada
This initiative brings in four specialist research suppliers, each contributing unique skills to enhance the Commission’s ability to gather insights:
- Yonder Consulting: Experienced in both quantitative and qualitative research methodologies to deliver comprehensive insights.
- A Equipe de Insights Comportamentais (BIT): Renowned for experimental and behavioural research, utilizing behavioural science to understand the hidden consumer decision-making processes.
- Pesquisa da Humanidade: 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.
Each supplier has been granted a two-year contract, with potential extensions up to 2029, ensuring continuity and adaptability to evolving research needs.
Aumentando a Agilidade e Dimensões na Pesquisa de Consumidores
Laura Carter, Head of Research at the Gambling Commission, emphasized the significance of this framework:
“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.”
Este programa complementa a liderança da Comissão Pesquisa de Jogos de Azar para a Grã-Bretanha (GSGB), adopting a flexible, targeted approach that enables deep dives into specific issues, pilot innovative research methods, and track shifts in attitudes over time.
Impacto e Alcance: Engajando Mais de 10.000 Consumidores em 2024
In 2024, the Consumer Voice programme successfully engaged over 10,000 gambling consumers, providing insights into several critical concerns:
- Avaliações de risco financeiro e salvaguardas para o consumidor
- O impacto e controle dos incentivos de bônus
- Padrões de apostas durante a crise do custo de vida
- Interações dos clientes com mercados de apostas autorizados e não autorizados.
Dos Parceiros de Pesquisa
Joe Wheeler, Diretor Associado, 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, Consultora Sênior, 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, Co-Fundador, 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, Chefe de Público, 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.”
The Gambling Commission’s enhanced Consumer Voice framework represents a bold commitment to evidence-based regulation, prioritizing consumer welfare. This initiative enables the Commission to promote a safer and fairer gambling environment across Great Britain through diverse research methodologies and increased participation from a wide range of gambling consumers, including vulnerable and hard-to-reach groups.
For more details about the Consumer Voice programme and other ongoing research initiatives, visit the site oficial da Comissão de Jogos.
This initiative underscores the Gambling Commission’s dedication to transparency, inclusiveness, and innovation in safeguarding and empowering gambling consumers throughout Great Britain.
