Consumer Voice Framework Revamped By Gambling Commission
The Gambling Commission, which regulates the industry in the UK, has unveiled upgrades to the body’s Consumer Voice framework.
Key Facts:
- UKGC says the upgrades will improve how it listens to and understands the experiences of people who gamble in Great Britain
- New quartet of specialist research suppliers have been added
- Each signed a two-year agreement with the option to extend
- New framework gives UKGC greater agility and reach
Consumer Voice runs alongside UKGC’s Gambling Survey for Great Britain by providing a flexible, targeted approach to gathering insight.
As such, the body says that Consumer Voice helps it conduct deeper research into specific issues, test out some fresh ideas, and track consumer sentiment.
To help with the revamp, the Gambling Commission has brought in four new specialist research suppliers, which have signed two-year contracts with an option to extend.
Yonder Consulting, which specialises in mixed methodology research, is joined by the Behavioural Insights Team, qualitative experts Humankind Research and Savanta, a major provider of research studies. All of them have agreed on deals that could be stretched to 2029.
Boosted Agility And Reach
UKGC’s head of research, Laura Carter, explained in a statement the reason for bringing the quartet of new research companies on board to Consumer Voice.
She 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.”
UKGC added that Consumer Voice engaged with more than 10,000 people in 2024 alone.
Yonder Consulting Expands UKGC Partnership
One of the new suppliers, Yonder Consulting, has already been working extensively with the Gambling Commission for the past three years.
Associate director for the company, Joe Wheeler, said it provides mixed-methods research for the Consumer Voice programme.
He added in a statement: “We’ve supported [UKGC] 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.”
Olly Wright, who is the head of public at Savanta, said the company is “delighted” to be chosen as a research supplier for the newly revamped Consumer Voice scheme.
He 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.”
