Qualitative Research Study on Gambling Policy Changes in Land-Based Venues

The Gambling Commission is seeking a research supplier to conduct qualitative and ethnographic fieldwork in land-based gambling premises across Great Britain. The research will evaluate how consumers and staff experience recent policy changes (specifically gaming machine session limits and safer gambling tools) that came into effect in July 2026. The project runs from April 2027 to January 2029, comprising a pilot study (April-June 2027) and subsequent full fieldwork waves. The supplier should have demonstrable experience conducting public-facing fieldwork in gambling, retail, or hospitality environments using qualitative methods such as interviews, questionnaires, and observation. Fieldwork must span diverse geographical locations (city and rural areas across England, Wales, and Scotland) and include four types of premises: casinos, adult gaming centres, bingo clubs, and betting shops. The minimum scope is 16 venues with expected coverage of 24 venues and ideal coverage of 32+ venues. Researchers should be prepared to conduct fieldwork outside standard hours and across multiple locations. The supplier must ensure ethical approval under the Commission's Research Governance Framework and comply with GDPR and data protection requirements. Deliverables include anonymised raw data and a short methodological report documenting the research approach, ethical considerations, and lessons learned for internal use. Innovative and original methodologies are welcomed, particularly ethnographic, play-based, and place-based research approaches.