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Exploring Drivers of Consumer Trust in Gambling

Exploring Drivers of Consumer Trust in Gambling

Published
3 October 2024

Last updated
28 October 2024 - Changes

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  1. Contents
  2. How to read this report

How to read this report

For the purposes of reporting, the narrative is focused on key findings from each research phase (scoping, qualitative and quantitative), with clear conclusions from each and information on how each stage informed the next iteration.

The Executive Summary refers to all 3 stages of the research, triangulating different data sources to produce overall key thematic findings.

Qualitative analysis offers insights into a range of views but is not representative of the entire population. It focuses on exploring the depth and diversity of perspectives rather than broad generalisation. The findings reflect individual opinions, capturing diverse reactions influenced by the specific questions or stimulus presented. Quotes included in the analysis serve to illustrate key points and should not be taken as representing the views of all participants.

Quantitative analysis used in the report focuses on a summary of results, rather than extensive question by question analysis of the entire dataset. Unless specified otherwise, charts, tables and written analysis in this report refer to results based on the total sample.

For more detailed insight into quantitative findings, including splits by sociodemographic group, please refer to the data tables.

The guidance set out below is designed to help anyone who wishes to use data from this report to ensure it is interpreted and reported correctly.

Findings from this study can be used to provide:

  • a deep dive into thematic associations with trust factors through qualitative insights
  • a robust statistical assessment of the relative importance of trust factors among people who gamble
  • a look at patterns within the data amongst different demographic groups.

The quantitative element of this research consisted of an online survey conducted by Yonder, focused on a sample of people who gamble (excluding National Lottery only players). The views and experiences voiced by our sample are not representative of either the general British population or the wider gambling community.

Therefore, findings from this study should not be used to:

  • calculate a population-level assessment of trust in the gambling industry
  • extrapolate Problem Gambling Severity Index (PGSI) findings to population-level estimates.

Terminology used

Specific terminology is used within this report; the definitions and rationale behind them is as follows:

PGSI: Problem Gambling Severity Index, a screening tool which measures ‘problem gambling’, that is, gambling to a degree that compromises, disrupts, or damages family, personal or recreational pursuits. A PGSI score of 8 and over represents gambling by which a person will have experienced adverse consequences from gambling and may have lost control of their behaviour. A PGSI score of 3 to 7 represents moderate risk gambling. A PGSI score of 1 to 2 represents low risk gambling.

Path to Play: The "Path to Play” framework developed by the Gambling Commission (the Commission) to understand the typical consumer gambling journey. It examines key stages those who gamble go through, recognising that everyone’s experience may be slightly different.

MaxDiff: A survey tool that is a specialised instrument used in market research to determine the relative importance or preference of various items, such as product features, statements, or attributes. The tool presents respondents with a series of choice sets, each containing a subset of items from the total list under consideration. For each choice set, respondents are asked to select the item they find most important or appealing and the one they find least important. The MaxDiff survey tool includes features for randomising the presentation of choice sets to minimise order effects and data processing provides an aggregated importance score based on all respondents.

Participants: where directly referring to insights from qualitative research (including Cognitive testing) we use the term ‘participant(s)’.

Respondents: where directly referring to data from quantitative research we use the term ‘respondent(s)’.

Consumers: the term ‘consumer(s)’ is used where analysis is a combination of qualitative and quantitative methods and/or when describing behaviour in more general terms.

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