Qualitative and quantitative research

Gambling Commission

The Gambling Commission licenses and regulates the people and businesses that provide gambling in Great Britain including the National Lottery.

During the ‘discovery phase’ of their website redevelopment, we conducted user research with the Gambling Commission’s online audiences. We surveyed operators and industry organisations and spoke to public users to gather comprehensive opinion of the role and responsibilities of the Gambling Commission to ensure the new website would meet all their needs and expectations.

Using heatmaps and studying the existing site’s analytics, we supported the detailed responses from the research groups with measurement from the collective behaviours of the existing site users.

We combined the quantitative and qualitative research to prepare a report which gave substantiated, practical advice and recommendations for the development of the new site, including style, tone of voice and suggested functionality to engage with all their key users.