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Guidance

Exploring Drivers of Consumer Trust in Gambling

Exploring Drivers of Consumer Trust in Gambling

  1. Contents
  2. Appendix 2 - Qualitative discussion guide

Appendix 2 - Qualitative discussion guide

Introduction and Warm-up 

Introduction to Yonder, the Gambling Commission, and the purpose of the research. 

Participants introduce themselves, sharing the types of gambling they engage in and what they enjoy about it. 

Spontaneous Drivers of Trust and Fairness 

Aim: To explore positive and negative experiences within the gambling sector and identify what builds or undermines trust and fairness. 

Discussion of positive and negative gambling experiences. 

Participants' overall perceptions of gambling and the industry. 

In-depth exploration of the factors that drive or hinder trust and fairness, including examples and identification of when trust starts to decline. 

Examination of influences shaping perceptions, such as the role of media, social media, peers, and regulation or government. 

Role and Awareness of Gambling Regulation 

Aim: To assess participants' awareness of the Gambling Commission and their views on its strategic objectives. 

Exploration of participants' knowledge, expectations, and concerns regarding gambling regulation. 

Thematic Stimulus Exploration 

Aim: To gauge participants' reactions to various themes, understand which resonate more or less, and explore how they articulate trust-related issues in their own words. 

Presentation of key themes, with participants identifying factors that are more or less important in influencing trust. 

Detailed exploration of each theme, focusing on real-life examples of how these topics have either built or undermined trust, and discussing how focusing on these areas could increase trust. 

Themes include: 

  • the role and impact of the regulator 
  • gambling company accountability and the impact of fines 
  • licensing and its role in trust 
  • safeguarding vulnerable audiences 
  • clarity and transparency of the complaints process 
  • transparency of terms and conditions 
  • customer service experience 
  • fair gameplay. 

Final Questions and Summary 

Collection of closing thoughts from participants by the moderator. 

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Appendix 1 - Desk research published sources
Next section
Appendix 3 - Qualitative stimulus
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