The Gambling Commission has launched a new initiative billed as “a major step forward” in how it understands the experiences of gamblers by utilising the “unique expertise” of four specialist research suppliers.

The Consumer Voice programme will see the Commission work with Yonder Consulting, the Behavioural Insights Team, Humankind Research, and Savanta to improve and expand its research capability.

“This new framework gives us greater agility and reach than ever before,” said the 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.”

According to the Commission, Yonder is a specialist in mixed methodology research, while the Behavioural Insights Team are experts in experimental and behavioural research, and Humankind Research focuses on hard-to-reach audiences, while Savanta provides “fast-turnaround, cost-effective research.”

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

“Consumer Voice complements the Commission’s nationally representative Gambling Survey for Great Britain (GSGB) by offering a flexible, targeted approach to gathering insight.”