The largest-ever gay market research study is set to launch in 14 countries, from Mexico’s border with Texas right across the world to Israel and to the top of Sweden. OutNow, the specialist global marketing agency that developed the study, says it will be the most comprehensive study of its kind ever undertaken.
The new study will survey lesbian, gay, bisexual and transgender (LGBT) people. With an overall population of three quarters of a billion, the regions where the study will take place are home to more than 35 million lesbian and gay people living diverse lives.
The countries being surveyed in the ‘2010 Out Now Global LGBT Market Study’ are Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay, France, Germany, Israel, Italy, Spain, Sweden and the UK.
Out Now’s CEO, Ian Johnson, says, “We are pleased to help gay community groups, government offices, NGOs and companies to better understand – and meet – the needs of LGBT people… 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.”
The study will run until the end of May and its results are to be released soon after.