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Advertising, brand, and secondary data research roster / preferred suppliers list: Expression of Interest

GambleAware has released an Expression of Interest to appoint a roster of research agencies and organisations to work with who cover research needs around advertising, brand and secondary data analysis over the next two years. The core workstreams are primary research commissions where agencies will be responsible for data collection/fieldwork, although there are also numerous secondary research needs.

Framework aims

The overall aim of this work is to use primary and secondary research to develop strategic insights to:

  • Maximise the impact of our communication campaigns to reduce stigma among those wanting to seek advice and support, and encourage behaviour change among our core audiences  
  • Ensure we continue to monitor and improve on our brand equity so those experiencing gambling harms know where to go to seek advice and support (for both prevention and treatment)
  • Ensure we are taking a “big picture” view of the landscape to continuously develop the GambleAware offer and feed key insights into our strategy

This process will result in a “roster”, or “preferred suppliers list”, of research agencies being appointed by GambleAware to work on any research needs around advertising, brand and secondary data analysis over the next two years.

Overview of potential work

The advertising, brand and strategy research requirements that GambleAware may need over the next two years are outlined below. We would however be open to new and innovative research approaches in the area of advertising, brand and secondary analysis so we can maximise the impact the organisation can have. Organisations are encouraged to submit entries for any lots if they have relevant expertise and experience for each.

Brand research (Primary research)

  • Brand tracking: online surveys among the general public and healthcare professionals.
  • Stakeholder research: in-depth interviews and/or online survey among key individuals and organisations such as MPs and civil servants.
  • User journey research: mixed methodology around journey to gambling harms, support seeking journey, and intervention mapping throughout the journey.
  • Audience segmentation development and creation: mixed methodology to identify different segments that could be targeted with different interventions, specifically within PGSI 1+ audience.
  • Behavioural experiments: online randomised control trials to test different safer gambling communications and/or behavioural interventions throughout the user journey.

Advertising research (Primary research)

  • Campaign development research: territory testing, proposition testing, strategic narrative testing and/or creative execution testing, likely through focus groups and in-depth interviews among those with lived experience of gambling harms, healthcare professionals and key stakeholders.
  • Omnibus: rapid online surveys representative of GB for PR polling and/or call to action testing.
  • Online ethnography: exploring the day-to-day of those experiencing gambling harms to aid audience understanding.

Secondary research

  • Literature reviews and synthesis reports: key learnings for communications within public health in adjacent sectors
  • Secondary analysis of GambleAware data: Additional reports and analysis of existing data sources, such as the Treatment and Support Survey data, (NGTS) data, or external data such as the Avon Longitudinal Study of Parents and Children (ALSPAC) This will likely require advanced statistical analyses of GambleAware and external data sources (i.e. TURF analysis, regression, cluster analysis)

Expression of Interest

A full description of this opportunity can be found here

Submission of completed EOI Forms

The EOI Form can be found here 

Project lead
Dan Riley