High Quality Research
The United Kingdom Gambling Commission (UKGC) has announced that it will utilise the services of four external research firms as it seeks to gain a deeper understanding of players’ gambling behavior.
The UKGC launched the Consumer Voice framework in an attempt to extend the commission’s research capabilities and to gain a greater insight into how UK consumers behave and respond to gambling.
The four companies that will now be working with the UKGC in this ongoing project are Yonder Consulting, Humankind Research, Savanta, and Behavioural Insights Team. Each of these four companies brings different expertise to the table.
Each of the companies has signed a two-year deal with the UKGC, with the option to extend this a further two years to 2029.
New Insights
The UKGC issued a statement about the new partnerships, with the Commission’s head of research, Laura Carter, saying that with the help of the four partners, they are now better equipped to commission high-quality research quickly. She added that the company would be better equipped to deal with emerging trends and risks as they continue to develop.
Carter reemphasised the purpose of the Consumer Voice programme, stating that the UKGC wanted to ensure its decisions were grounded in the lived experiences of its consumers. The Consumer Voice framework will complement the national Gambling Survey for Great Britain, which monitors player behaviours and trends.
Behavioural Insights Team Senior Advisor Eleanor Collerton also spoke about the new deal, saying that the company uses an evidence-led approach to help improve people’s lives. She added that the company is excited to contribute its expertise to help generate new sights and help ensure consumer voices remain heard.
