Market Research Society - Gay Market Research

TOPICS: Gay marketing research. Lesbian and gay consumer market research. UK gay market. Gay market research news. LGBT market research consumer data. Out Now Consulting. Gay market research study in UK. Diva, GT Gay Times, Pink Paper new Out Now gay market research study news. Market Research Society. Latest lesbian and gay market research consumer news. Out Now to undertake 'groundbreaking' new gay market research in the UK lesbian and gay consumer market.

Ian Johnson, Out Now
September 2, 2007

As many reading will already know, the London-based Market Research Society is the world's largest, and one of the most highly respected, consumer market research organizations.

Last week the Market Research Society reported to the marketing industry on the groundbreaking market reach offered by new market research being launched via the new Out Now Millivres Prowler UK Gay Community Market Research Study.

This market research news report also contained details of two new market research reporting initiatives being launched by Out Now.

Here is the Market Research Society report on this 'most comprehensive' new gay market research project.

UK’s ‘most comprehensive’ gay market study launched
Out Now Consulting to conduct ‘groundbreaking’ study into the UK’s three million gay consumers

Robert Bain, Research Magazine
Market Research Society, 28th August 2007

UK-- A major survey of the lifestyles and spending power of the UK’s three million gay consumers is to begin next month.

Gay, lesbian, bisexual and transgender (GLBT) marketing specialist Out Now Consulting is to conduct the study on behalf of MPG, publisher of the gay and lesbian titles Gay Times, Diva and the Pink Paper. The firm claims it will be the most comprehensive study ever carried out on the UK’s GLBT market.

The study will use the print and online versions of the three publications to reach a broad sample of gay consumers. Ian Johnson, CEO of Out Now, called the study “a real groundbreaker”. He told Research: “It will represent a quantum leap in terms of understanding what are stereotypes and myths, and what are realities, because of this extensive reach.”

Kim Watson, deputy managing director of MPG, said: “Many people espouse views on the lives of lesbians and gay men, often without knowing the facts. Now, as a result of this new research, we will know more than ever before about the very many gays and lesbians in the UK whom our media products reach.”

Johnson said the study will be followed by a series of focus groups, which will inform two further reports to be published next year: State of the Gay Nation and State of the Gay Workplace. Both will be available on a syndicated and custom basis.

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