The UK Gambling Commission has faced fresh criticism over its use of data. The watchdog’s flagship gambling survey has been put into question by observers who have called it not fully aligned with the alternative available data.
Consumer Voice Program Secures New and Existing Partners
The UKGC has acknowledged concerns surrounding the data and has acknowledged the need to strengthen its methodology and overcome current flaws. Yet, to ensure that it provides objective and actionable data about the market in the United Kingdom, the watchdog has introduced changes to its Consumer Voice program, which will now be assisted by four research firms.
“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 commission said, represented by head of research, Laura Carter.
The four companies, with Yonder Consulting, the Behavioural Insights Team (BIT), Humankind Research, and Savanta will all work with the regulator over the next two years, and the companies will work on both ensuring the accuracy of the data u sed by the regulator, as well deepen research and understanding of target groups that are harder to reach, such as minorities.
This announcement comes in the wake of a controversy that began with the Office for Statistics Regulation taking aim at the regulator’s Gambling Survey for Great Britain, which the former said overstated certain metrics and data points, bringing into question its reliability.
The Office for Statistics Regulation said that the UKGC had to considerably improve its methodology, arguing that the GSGB data was at odds with other reliable data sets, which put into question its credibility.
The companies are prepared to deliver on the necessary research and data input in order to ensure that the GSGB delivers relevant information that helps inform the dialogue surrounding gambling in the United Kingdom.
GSGB Criticized as Changes Needed in Methodology
Commenting on the partnership, Yonder Consulting, whose company has worked with the regulator since 2021, associate director Joe Wheeler said:
“We’ve supported 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.”
The other companies were similarly prepared to offer input that would help the GSGB deliver results that are aligned with realistic core metrics.