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Exploring online, illegal, individual-led lotteries and raffles
Exploring online, illegal, individual-led lotteries and raffles
Strengths of the approach
The mixed-methods design of this study is a core strength, allowing findings to be triangulated across 3 distinct phases.
Complementary insights
The phases were designed to build on one another. The digital intelligence phase mapped the online landscape, ensuring the quantitative and qualitative phases were grounded in real-world behaviours and consumer language (such as using terms like ‘giveaway’ and ‘competition’ rather than relying solely on legal definitions).
Balancing breadth and depth
The quantitative survey provides a robust, statistically representative view of the scale and exposure and participation among those who gamble online. The qualitative interviews complement this by explaining the ‘why’, uncovering the emotional and practical drivers behind the data.
Capturing the full consumer journey
By combining the observed online behaviour (digital intelligence) with self-reported actions (quantitative) and lived experiences (qualitative), the research provides a comprehensive view of the entire journey, from passive discovery, through to off-platform payment and post-draw reactions.
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Limitations of the approach
Last updated: 13 August 2026
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