The UK Gambling Commission has expanded its Consumer Voice framework by working with four specialist research companies — Yonder Consulting, The Behavioural Insights Team, Humankind Research and Savanta. This will help the Commission better understand gambling behaviours and consumer experiences across Great Britain .

Each partner brings different expertise:

  • Yonder Consulting does mixed methodology research and provides consumer experience insights.
  • The Behavioural Insights Team does experimental and behavioural research and looks at the psychology of gambling.
  • Humankind Research does qualitative research, particularly with hard to reach audiences, to ensure diverse consumer views are represented.
  • Savanta does fast turnaround, cost effective research so the Commission can respond quickly to emerging trends.

This complements the Commission’s ongoing Gambling Survey for Great Britain (GSGB) which collects official statistics on gambling behaviour from around 20,000 respondents each year. The Consumer Voice program allows for more flexible, targeted research so the Commission can drill down into specific issues and respond to emerging risks.

In 2024 the Consumer Voice programme spoke to over 10,000 gambling consumers about financial risk checks, bonus incentives and gambling during the cost of living crisis. These insights will inform evidence-based policies to reduce gambling harms.

For more information on the Consumer Voice framework and how it is shaping gambling regulation, visit the Gambling Commission’s announcement.