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Understanding and measuring consumer trust in the gambling industry - Full technical report
The understanding and measuring consumer trust in the gambling industry full technical report from The Gambling Commission.
How to read and interpret this technical report
Qualitative analysis collects non-numerical data, focusing on exploring the depth and complexity of a subject, using methods such as interviews and focus groups to capture rich, contextual insights. This type of research emphasises subjective meaning, patterns, and interpretations rather than measurable or generalisable outcomes. While qualitative research provides nuanced understandings of the how and why it does not aim to produce statistical or broadly generalisable findings.
Quantitative analysis involves the processing of numerical data, focusing on a summary of results garnered over a large sample of people, usually designed to be representative of the target population (such as, those who gamble online). It focuses on measuring variables and using statistical techniques to determine relationships, trends, or causal connections, often through methods like surveys. It does not typically explore the depth, complexity, or subjective meanings behind behaviours or experiences.
Problem Gambling Severity Index (PGSI): the PGSI consists of 9 items and each item is assessed on a 4-point scale: never, sometimes, most of the time, almost always. Responses to each item are given the following scores:
- never = 0
- sometimes = 1
- most of the time = 2
- almost always = 3.
When scores to each item are added up, a total score ranging from 0 to 27 is possible.
Maximum Difference (MaxDiff) is a specialised instrument used in market research surveys to determine the relative importance or preference of 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 or appealing. The MaxDiff survey tool includes features for randomising the presentation of choice sets to minimise any bias from the order in which the items are presented. Data processing provides an aggregated importance score based on all respondents.
Factor analysis is a statistical method designed to distill a large number of statements into a smaller set of variables that are more manageable and understandable. This technique detects the attributes from the data that align to underlying imaginary constructs called factors and assigns a score to each attribute which explains how strongly it aligns with that factor.
Participants: we use the term “participants” when referring to the people who took part in the qualitative research (including Cognitive testing).
Respondents: we use the term “respondents” when referring to the people who took part in the quantitative research.
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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Last updated: 23 July 2026
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