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Written by Lisa Neff, Staff writer
Mar 11, 2010
A London-based agency is conducting the world’s largest LGBT marketing research study – a survey reaching consumers in 14 countries.
The agency Out Now is conducting in the study in Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay, France, Germany, Italy, Spain, Sweden, the United Kingdom and Israel.
“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,” said Out Now CEO Ian Johnson, adding that the research should help nonprofits, governments and businesses “better understand and meet the needs of GLBT people.”
Out Now estimates that the 14 countries together are home to about 35 million LGBT people.
In Europe, Out Now is working with Berlin Tourism Marketing on the study.
In Latin America, Delta Airlines is sponsoring the research, which is being conducted in partnership with the LGBT networking group GNETWORK 360.
“There has been a lot of past gay market research done in other places – like the U.S.A.,” said GNETWORK 360 director Gustavo Noguera. “But never before in Latin America.… We will all learn so much about the lives of LGBT people living all across Latin America.”
LGBT people are being surveyed about education levels, media usage, parenting responsibilities, relationship status, employment, discrimination, aspirations, travel interests, income and consumer-spending habits.
“With more and more destinations and companies looking to target LGBT consumers, the need for detailed research data has never been greater,” said Out Now consultant Darren Cooper. “By better understanding the important market, companies will discover their competitive edge, enabling them to execute marketing strategies in far more effective ways.”
Out Now serves a number of companies that court LGBT consumers, including Barclays, Citibank, IBM, Toyota, Volvo, VisitSweden, the German National Tourist Office and Time Inc.
Out Now plans to continue the study through the spring, with results to be released this summer.
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