Largest LGBT market research study underway

News Notes: Beyond the Carolinas

LONDON, U.K. — Stretching through 14 countries across Latin America and Europe, the world’s largest gay market research study ever to be undertaken has officially launched. With an overall population of three-quarters of a billion, the involved nations are home to more than 35 million lesbian and gay people living diverse lives.

The countries being surveyed in the 2010 Out Now Global LGBT Market Study are: (in Latin America) Argentina, Brazil, Chile, Ecuador, Mexico, Peru and Uruguay; and (in Europe) France, Germany, Israel, Italy, Spain, Sweden and the U.K.

The study will cover many areas including consumer habits, incomes, education levels, media usage, parenting, relationships, travel, employment, discrimination, equality concerns, aspirations and more.

The study is being spearheaded by Out Now, a company that has been involved in lesbian and gay marketing research, corporate strategy and LGBT community development since its founding in Australia in 1992. Today, the agency has grown to include specialist LGBT consultants working in markets across the world.

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The groundbreaking project has already lured corporate underwriters. The European study is sponsored by Berlin Tourism Marketing while the Latin American research is sponsored by Delta Air Lines in conjunction with GNETWORK360, the region’s leading LGBT networking organization.

Out Now’s CEO, Ian Johnson, said this research was blazing new trails 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 [non-governmental organizations] and companies to better understand — and meet — the needs of LGBT people.”

Johnson added, “It is so valuable to focus on the millions of LGBT people living outside of North America. This is the largest-ever European gay and lesbian market study and the first-ever Latin American LGBT study.

According to Out Now’s U.K. consultant, Darren Cooper, the new research has generated 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,” 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.”

The landmark study is underway now until the end of May. Results will be released soon after.

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This article was published in the March 6—March 19 print edition.

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Posted by David Stout

David Stout is the associate editor of QNotes. He can be reached at editor2@goqnotes.com.