UK’s ‘most comprehensive’ gay market study launched

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.

Author: Robert Bain