UKGC Deepens Consumer Engagement with New Research Partnerships

The revamped approach arrives amid scrutiny of the Commission’s existing data sources. Concerns have been raised about the accuracy of its Gambling Survey for Great Britain, prompting calls for more nuanced and responsive research.

“This new framework gives us greater agility and reach than ever before,” said Laura Carter, UKGC’s head of research. “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.”

Each of the four partners brings specific expertise. Yonder Consulting, a longstanding research supplier for the UKGC, will continue delivering mixed-methods studies. Associate director Joe Wheeler said the firm has explored topics such as trust in gambling, interactions with unlicensed markets, and consumer responses to marketing tactics.

BIT will focus on experimental research and behavioural testing. “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,” said Eleanor Collerton, senior advisor at BIT.

Humankind Research will lead work engaging underrepresented and vulnerable audiences, while Savanta’s strength in rapid-turnaround studies will help the Commission stay responsive to fast-changing consumer sentiment. “We can ensure the Commission stays on the pulse of consumer opinion and behaviours,” said Savanta’s Olly Wright.

The Consumer Voice programme is designed to complement the GSGB by allowing for more agile investigations, including testing policy ideas and exploring specific consumer issues. In 2024, over 10,000 people took part in its studies on subjects ranging from financial risk checks to bonus offers and the effects of rising living costs.

These new partnerships will initially run through 2027, with an option to extend until 2029, as the UKGC aims to strengthen its evidence base and support more effective gambling regulation.