Stretching through twenty-two countries including Australia, the world’s largest gay and lesbian market research study ever to be undertaken has been launched.
Developed by Out Now – a leading specialist global marketing agency – the new study will survey lesbian, gay, bisexual and transgender (LGBT) people, will be the most comprehensive study of its kind ever to be undertaken.
With an overall population of three quarters of a billion, these regions are home to more than 35 million lesbian and gay people living diverse lives.
It is the first time a gay community targeted market study has been conducted across so many countries at one time.
The study will cover many areas including consumer habits, incomes, education levels, media usage, parenting, relationships, travel, employment, discrimination, equality concerns, aspirations and more.
Out Now’s CEO, Mr Ian Johnson, said this research was breaking new ground in the understanding of lesbian and gay people.
“We are seeing a lot of interest in this study due to its groundbreaking nature – and its emphasis on understanding the tremendous diversity of LGBT people’s lives all across this vast region,” Johnson said.
“We are pleased to help gay community groups, government offices, NGOs and companies to better understand – and meet – the needs of LGBT people.”
“It is so valuable to focus on the millions of LGBT people living outside of North America, and this research will reveal much about their work situation, their family lives, relationships and parenting status, travel and consumer habits, people’s experiences of harassment – or acceptance, incomes and expenditures, buying power, retirement plans, and their future aspirations.”
According to Darren Cooper, an Out Now Consultant, the new research has generated a lot of interest from companies wanting to better understand gay and lesbian consumers.
“With more and more destinations and companies looking to target LGBT consumers, the need for detailed research data has never been greater,” Mr Cooper said.
“By better understanding this important market, companies will discover their competitive edge, enabling them to execute marketing strategies in far more effective ways. We are confident that Out Now’s new global LGBT market study will be their key to gaining this advantage.”
Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since 1992 – when the company was first established in Australia. The agency has grown to now include specialist LGBT consultants working in markets across the world.
For more information or to take the survey, visit: Community Values 2010
