World first: Largest ever gay market research study to launch in 14 countries

LONDON, Feb. 24, 2010 /LGBT News - Out Now/ Stretching through 14 countries right across Latin America and Europe, the world's largest gay market research study ever to be undertaken is about to launch.

Developed by Out Now - a leading specialist global marketing agency - the new study will survey lesbian, gay, bisexual and transgender (LGBT) people living in fourteen countries. From Mexico's border with Texas right across the world to Israel and to the top of Sweden - this 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 countries being surveyed in the '2010 Out Now Global LGBT Market Study' are: in Latin America - Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay; and, in Europe - France, Germany, Israel, Italy, Spain, Sweden and the UK.

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 research has attracted corporate attention: the European arm is being sponsored by Berlin Tourism Marketing and the Latin American research is being sponsored by Delta Air Lines. In Latin America, the research is also being undertaken in conjunction with GNETWORK360, the region's leading LGBT networking organisation.

Out Now's CEO, 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."

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. There are more than 35 million LGBT people living in these fourteen countries - 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 Out Now's UK Consultant, Mr. Darren Cooper, 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."

The research study enjoys the support of lesbian and gay community organizations, Non-Government Organizations, LGBT media groups - and runs from now until the end of May.

Results will be released soon after.

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 visit Out Now.


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