Gay Market Research Data

TOPICS: Gay consumer market research data. Gay market research data. GLBT consumer market research. Gay consumer marketing research data issues. GLBT market research data. New Zogby market research data reveals US attitudes towards bias.


Ian Johnson, Out Now
July 30, 2007

A fascinating study out from the respected US market research data company Zogby.

It turns out that a majority of Americans say to market researchers that they would be comfortable having a US President that was gay, but that they would be less comfortable with the concept of the gay US President being in a gay relationship.

The research uses a projection market research technique to gather data from consumers in an effort to get closer to people's real opinions on the market research parameters. That is to try and weed out actual research results bias from respondents saying what they may think is more socially acceptable to hide their own true opinions about a topic area.

Not foolproof as a market research data collection technique by any means, but worthy nonetheless - and the market research findings on mainstream attitudes towards the US gay community make for interesting reading. Findings are reported in US media today, covering this new consumer market research data.

Not all of the market research has to do with GLBT issues, so we extract below for you a portion of a news report from a US newspaper showing the market research data of relevance to gay consumer market data and professional market research data:

New survey examines bias in the U.S.

The results of a new survey that examines prejudice in the United States provided a rare glimpse into the hearts and minds of Americans from a wide range of backgrounds.

Most Americans believe their fellow citizens hold strong biases against minorities, according to a landmark poll by Zogby International commissioned by GSN. The survey of 10,387 American adults, one of the most comprehensive ever conducted on prejudice, according to Zogby, explores attitudes about race, religion, age, sexual orientation, gender, physical appearance, and politics. The poll's margin of error is +/- 1 percentage point.

One of the more eyebrow-raising findings of the study was the revelation that Americans are much more critical of others' personal views than they are of their own.

Some of the findings of the Zogby/GSN Survey that illustrate that point are listed below:

• A Racist Lives Next Door - Most Americans believe they don't make decisions based on race...but think their neighbors do
• A gay President is OK, but most Americans wouldn't sanction his or her marriage
• The researchers also concluded that most Americans believe Republicans are most responsible for many of the world's ills.

The "Report Card on American Prejudice" is part of a wide-ranging effort to spur a national dialogue on intolerance and bigotry.

On Sexual Orientation & Gender: 62% said they believe Americans oppose same-sex marriages. Yet 58% would elect a gay person for President-about the same as for an Arab-American (57%), and more than for a person over age 70 (51%), or for an atheist (51%).

On gender, 93% think Americans believe men are most responsible for crime, extra-marital affairs (82%), and sexually transmitted diseases (72%).

Pollster John Zogby said, "Over my years of polling, I've learned that Americans tend to offer socially acceptable responses when questioned on their own views about race and prejudice. That's why in this poll we predominantly asked people about "most Americans'" views on race and prejudice. We believe this provides a far more accurate window into how people really think about these issues. Americans are more forthcoming when discussing the problem in the context of their neighbors' lives than in the context of their own lives."

For expert help with the gay consumer market, GLBT consumer market research data, and gay consumer market strategies, from the leading gay consumer marketing experts, contact Out Now.
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