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 “In part this comes from outdated data collection methodology, however, it is likely a failure of the researcher to include the subjective experience of the GLBT consumer.”