The UK Gambling Commission has unveiled a new and improved Consumer Voice framework, marking a major step forward in how the regulator listens to and understands the experiences of people who gamble in Great Britain.

The new framework expands the Commission’s research capabilities by introducing four specialist research suppliers, each bringing unique expertise to the table. This shift allows the Commission to delve deeper into the views, motivations, and behaviours of gambling consumers – including those from underrepresented or harder-to-reach groups such as people gambling on specific gambling products, particular demographic groups, and those experiencing negative consequences from their own or someone else’s gambling.

Under the new framework, the Consumer Voice programme will now be supported by:

• Yonder Consulting – specialists in mixed methodology research
• The Behavioural Insights Team – experts in experimental and behavioural research
• Humankind Research – qualitative experts with a focus on hard-to-reach audiences
• Savanta – providers of fast-turnaround, cost-effective research.

Each supplier has signed a two-year contract, with the potential for extension until 2029.

“This new framework gives us greater agility and reach than ever before,” said the Gambling Commission’s Head of Research, Laura Carter. “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.”

Consumer Voice complements the Commission’s nationally representative Gambling Survey for Great Britain (GSGB) by offering a flexible, targeted approach to gathering insight. It allows the Commission to conduct deep dives into specific issues, test new ideas, and track consumer sentiment over time.

In 2024 alone, the programme engaged with over 10,000 gambling consumers. Previous studies have tackled issues like financial risk checks, bonus incentives, and gambling during the cost-of-living crisis.