Research should be the first stop on your LGBT (lesbian, gay, bisexual, transgender) outreach and communications journey! (Or if you are already engaged in the LGBT market, a pause for research will update, gauge results and help revise your initiatives.)
Research brings you…
- Knowledge of your overall market potential (as well as opportunities in LGBT sub-markets), market size, market locations, establishing baselines for measuring growth and setting realistic goals, etc.
- Insights about your customers, including their preferences, motivations, sensitivities, propensities, purchasing habits, etc. as well as competitive environment.
- Insight on how to cost-effectively reach your customers, including which information resources they use, preferred imagery, appropriately matched products or services, copy, incentives, response vehicles, etc.
- Best practices. Of course, it isn’t enough to slap the rainbow flag on your marketing materials and call it a day. You have to deliver on the promise, and that requires internal practices evaluation, modifications, and training.
Without this foundation, on what are you building your strategies and campaign? Jumping into the LGBT market (or any market) without proper preparation is like embarking on a journey without a map. Preceding without research is far more expensive, and far less productive. Start with research!
Community Marketing & Insights (CMI) has been conducting LGBT consumer research for nearly 25 years. Our practice includes online surveys, in-depth interviews, intercepts, focus groups (on-site and online), and advisory boards in North America, Europe and Asia. Industry leaders around the world depend on CMI’s research and analysis as a basis for feasibility evaluations, positioning, economic impact, creative testing, informed forecasting, measurable marketing planning and assessment of return on investment.
CMI’s research report key findings have been published in the New York Times, Washington Post, Chicago Tribune, Los Angeles Times, Wall Street Journal, Forbes, USA Today, Chicago Tribune, Miami Herald, CBS News, NPR, CNN, Reuters, Associated Press, eMarketer, Mashable, and many other international, national and regional media.
CMI’s research clients include leaders from a wide range of industries. CMI studies have been produced for these and many other clients: Wells Fargo Bank, Credit Suisse, Suntrust Bank, Aetna, MetLife, DIRECTV, Prudential, Target Brands, Johnson & Johnson, WNBA, Esurance, Absolut Vodka, Hallmark, Fort Lauderdale CVB, NYC & Company, Hawaii Tourism Authority, Hyatt Hotel Corp., Tourism Toronto, Tourism Office of Spain, Hawaiian Airlines, United States Census Bureau, HUD, FDA, CDC, American Cancer Society, Kaiser Family Foundation and numerous other corporations and organizations across North America and around the world.