FROM PSYCHOLOGY TO PSYCHOGRAPHIC TARGETING

People suffering from a gambling disorder is a large and continuing issue in Great Britain. Not just for gamblers themselves; as many as 7% of adults, or 3.6 million people, report having been negatively affected by someone else's gambling. By using psychographic and app download/usage data to target those most at risk we were able to translate our research-based insight into actionable data-led strategies. Not only did this raise awareness of the National Gambling Treatment Service but we also encouraged people to take action and seek help.