This slide deck by YouGov presents research to segment people in the United Kingdom based on their relationship with seeking advice, tools, and support for harmful gambling. The research was commissioned by GambleAware to better target communication and services to audiences. The research involved interviews, an online survey, and a seven-day online community. Seven segments were identified: self-helpers, tool seekers, informal support seekers, formal support seekers, non-seekers (low level), non-seekers (leisure), and non-seekers (reluctant). Detailed profiles of each segment are provided along with quotations from people about what tools they have used before and what tools they would find helpful.
Some overall key audience considerations include:
- Focus on gambling reduction (vs. abstinence)
- Promote the range of support available and emphasize how these can be used together to quit or reduce gambling
- Communicate anonymity/confidentiality
- Use stories of lived experience to inspire success
- Ensure support is available for affected others and that it is well promoted
