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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.

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Published
23 July 2026

Last updated
23 July 2026 - Changes

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Contents

• Understanding and measuring consumer trust in the gambling industry - Full technical report

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• Introduction
• Background
• How to read and interpret this technical report
• Strengths and limitations
• Statement selection process
• • Scoping phase
  • Lived experience consultation
  • Qualitative phase
  • Statement development
  • Quantitative survey
  • Cognitive testing
  • Final statement selection
• Pilot and validation exercise
• Revised Trust Question
• Developing a composite index score
• Recommendations for future use
• Appendices

Statement selection process

Contents

1. Scoping phase Mapping, analysis and review of existing external trust models, research and literature as well as the Commission’s own data.
2. Lived experience consultation How our Lived Experience Advisory Panel fed into the research to gain the lived experience perspective.
3. Qualitative phase Details on our how our qualitative research helped to shape and identify overall themes around consumer trust.
4. Statement development Turning thematic findings into statement development.
5. Quantitative survey The quantitative survey process in The Gambling Commission's trust technical report.
6. Cognitive testing Evaluating how consumers interpret the trust statements.
7. Final statement selection Details of the final trust statements added to the Gambling Survey for Great Britain (GSB).

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Pilot and validation exercise - Trust technical report

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Last updated: 23 July 2026

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