It’s been reported this week the Gambling Commission have launched a new Consumer Voice framework model – which will improve how the regulatory body to learn more about how people across Great Britain gamble. With four research suppliers – Yonder Consulting, The Behavioural Insights Team, Humankind Research and Savanta – signing two-year deals to cover the project.
Gambling Commission To Learn More About Betting Habits With Enhanced Consumer Voice Framework
This improved framework will give the GB Gambling Commission a wider understanding and reach on betting habits across the nations.
The Consumer Voice framework has been developed by four top specialist research suppliers – with each one adding their own area of expertise to the model (see below).
As a result, this improved software will give the Gambling Commission the ability to dig more into the consumer betting views, behaviours – including how often they are likely to bet, plus on what areas – including sports betting and online casinos products.
The framework will also give information on bettors that are inclined to place bets in more niche gambling platforms or products – and also highlighting anyone that is (or has) experienced bad reactions from their own of anyone else’s gambling.
Consumer Voice Framework Suppliers
See below the four Consumer Voice framework specialists – with each one having signed a two-year contract, with an option to extend to 2029.
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- Yonder Consulting – specialists in research for mixed methodology
- The Behavioural Insights Team – experts in research on experimental and behavioural patterns
- Humankind Research – Qualitative research experts with their aim on hard-to-reach audiences
- Savanta – Research providers of cost-effective and quick turnaround research.
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Gambling Commission’s Head of Research, Laura Carter responded to the new framework
“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.”
While in 2024 the engagement reached over 10,000 gamblers – with past studies showing results linked to sign-up bonuses and welcome offers, financial risk checks and betting during the cost-of-living crisis.
Each Of The New Consumer Voice Framework Suppliers Commented
Tom Silverman, Co-Founder, Humankind Research:
“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, Savanta:
“Savanta are delighted to be one of the suppliers chosen to support the Gambling Commission on its Consumer Voice programme. 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.”
Joe Wheeler, Associate Director, Yonder Consulting:
“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, The Behaviour Insights Team (BIT):
“We’re delighted to contribute to the Gambling Commission’s Consumer Voice programme. 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.”
Andy is an experienced betting and gambling journalist with over 20 years industry experience. He brings an excellent knowledge of the world of sports betting and industry gambling news but is mainly regarded as horse racing expert within the betting world.
