Pride Research Helps Clients Reach Gay Consumers

Marketers hoping to increase their exchanges with GLBT consumers have a new source to help them bridge the gap – Pride Research.  The Dallas, TX-based research firm offers research services from surveys to focus groups and product readiness and gives free evaluations for any business trying to better reach gay consumers.

The GLBT community has long been misunderstood by marketers, largely because little market research data exists to rationalize marketing efforts to this consumer segment. “Research to this community has been of little or no help to neither the community nor to the businesses trying to reach them,” says Craig Williams, PhD, of PrideResearch.com.  “In part this comes from outdated data collection methodology, however, it is likely a failure of the researcher to include the subjective experience of the GLBT consumer.”

Largest Ever GLBT Consumer Research Study To Include U.S., Canada

Out Now Global, a leading international gay and lesbian marketing specialist agency operating in Europe and Australia, has announced its 2010 Global LGBT Marketing Study has expanded to include the USA and Canada.  The survey will be the world’s largest research study focusing on the consumer habits of the GLBT community ever conducted.  Gay Ad Network has been selected as the exclusive partner to bring the market study to the US and Canadian markets.

In all, 16 countries across Europe, North America, and Latin America will be surveyed, sampling a population of 1.1 billion with an estimated gay population of 52 million.  This is the first large scale, international survey of the enigmatic and often misunderstood GLBT consumer segment.

The study will cover many subjects including incomes, education levels, media usage, parenting, relationships, travel, employment, discrimination, equality concerns, aspirations and more.  Out Now’s research has already gained the attention of corporate partners, with Berlin Tourism Marketing sponsoring the European arm of the study and Delta Airlines sponsoring in Latin America.  Research is being conducted now, and the results should be available by the end of 2010.