Guidance
Exploring Drivers of Consumer Trust in Gambling
Exploring Drivers of Consumer Trust in Gambling
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 3 - Qualitative stimulus
Last updated: 3 October 2024
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