The consortium’s study, called Outright, uses quantitative and qualitative techniques to provide a powerful insight into the 21st century gay and lesbian marketplace and their behaviour towards brands.
Outright 2009 will track audience attitudes, spending habits and brand preferences across a range of different sectors including retail, technology and travel.
In addition, it will monitor key and emerging trends such as how gay and lesbian consumers purchase, navigate and utilizing the web.
“We are planning to collect significant data around online behaviour which will offer brands a powerful and unique insight into exactly what the gay and lesbian community is doing on online and how they are searching for information,”
More than 18,000 people took part in the inaugural 2006 Outright survey which was the biggest of its kind amongst the gay and lesbian community.
The 2009 study will be even more extensive. International in reach, it will survey the views and brand preferences of gay and lesbian consumers across eight different territories including the UK, France, Spain, Germany, Holland, Italy, Portugal and Australia.
New to the Outright consortium for 2009 are Globalpark and Hitwise.
Globalpark is providing the technological infrastructure for the 2009 study. As leaders in the field of online surveys and building consumer panels, Globalpark specialises in assisting organisations in forging a closer relationship with their target audiences, resulting in better decision making and a customer centric business culture.
Alex Osbaldeston, Client Services Director at Globalpark said: "Joining the consortium allows us to be involved directly at the sharp end of research by identifying the most current trends in the gay and lesbian marketplace. This unique study will have an enormous impact upon any brand wanting to capitalise on market share in today's financial climate."
Hitwise, the leader in online competitive intelligence, will be contributing exclusive research to the study, profiling the online behaviour of visitors to the top gay and lesbian websites in the UK. Using its custom data solution, Hitwise will be able to see the types of websites this demographic visits, which search terms they use and how this compares against the broader Internet population.
David Muniz, Commercial Director of QSoft Consulting, Alex Osbaldeston from Globalpark and Robin Goad, Director of Research from Hitwise UK, will present the findings of Outright 2009 at a free breakfast seminar to be held in London on Thursday, April 2 from 8.30am to 11.30am. Venue and full speaker line up to be confirmed.
To secure a seat at the seminar, please email susannjerry@
