Report

Consumers' views on informed choice in gambling

Findings from a research project to explore how consumers understand the meaning of “informed choice” in gambling.

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Published
15 September 2026

Last updated
15 September 2026 - Changes

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Contents

• Consumers' views on informed choice in gambling

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• Executive summary
• Introduction
• Method
• • Rapid desk review
  • Qualitative sample design and recruitment
  • Data collection
  • Analysis
  • Ethics
• Qualitative research findings
• • General views on informed choice in gambling
  • Informed choice across the different stages of the Path to Play
• Conclusions
• Appendices
• • Appendix A: Sample Characteristics
  • Appendix B - Glossary of terms

Analysis

A framework approach was used for data management to support thematic analysis. Data from focus groups and interviews were organised into a structured matrix, with columns for sub-themes and rows for individual participants. This approach facilitated comparison across participants, gambling types, and stages of the gambling journey, while preserving the nuance of individual perspectives.

The data analysis aimed to draw out the range of behaviours, experiences, and views from the data, while identifying similarities, differences and links between them. Findings were mapped against the Path to Play framework to connect consumer perspectives to specific stages of the gambling journey.

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Ethics

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Last updated: 15 September 2026

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