Objectives: The core objectives of this study were to examine: i. the public definition and terminology used in gambling ii. attitudes to gambling, its different forms, and the existing regulations together with the key drivers of those attitudes iii. how all of the above are segmented throughout British society. Method: Two complementary research methods were employed - Group Discussions and one-to-one Depth Interviews. Results and Conclusions: The research reveals that gambling is a complex social phenomenon. Attitudes toward gambling, and its various forms, are neither easily reducible nor simple to analyse. Three behavioural categories of gambler (defined by frequency and variety of forms of gambling engaged in) were employed in recruiting respondents for this study. These three categories were; Non-gamblers, Minimal and Moderate interest gamblers, and High interest gamblers. The research clearly shows that recruitment by frequency and variety of forms of gambling has some utility: it is straightforward to employ. The recruitment process threw up a number of significant findings. The 'propensity' scale (from non gambler to high interest gambler) had clear strengths of simplicity and clarity - but in use it was shown that it is not possible to measure interest in gambling by a single dimension. The recruitment process also indicated that interest (however measured) and disinterest in gambling might not be evenly distributed across gender and socio-economic groups.