CMA Vulnerable Consumers work programme: Qualitative research with vulnerable consumers on low incomes

To commission a piece of exploratory research, which would be qualitative in nature. We are interested in gathering insights from consumers on low incomes about the challenges they face in getting a good deal in a number of key markets. It is intended that this qualitative research will supplement research that we commissioned from NatCen earlier this year, on the potential for quantifying the extent to which consumers on low incomes may pay more than better off consumers in key consumer markets (a concept referred to as the 'poverty premium'). A key objective of the qualitative research is to gather open-ended insights directly from consumers on low incomes themselves, rather than presupposing the nature of the challenges experienced.

We intend that the insights gathered from this research will inform the CMA's work in a number of ways. Firstly, it should support the CMA in project selection and prioritisation by helping us to identify markets where consumers on low incomes may face particular challenges. Secondly, it should help in the delivery of projects, by helping the CMA identify specific issues within markets that may create challenges for consumers on low incomes and to develop remedies that are most likely to be of benefit to such consumers. Thirdly, it should inform the CMA's approach to carrying out projects, in terms of data collection and use of particular analytical techniques to ensure we consider the experience of consumers on low incomes where appropriate in our work.