Our Story
In 1992, two friends, Thomas Roth and David Paisley, marketing and social sciences specialists – and members of the LGBTQ community – had an idea. They wanted to help companies and brands understand the emerging LGBTQ community and include it as a viable market segment.
In the beginning, it wasn’t easy. In the early 90s, there was only one major brand actively marketing to LGBTQs: Absolut Vodka (which later became a CMI client).
To open doors, Tom and Dave initiated the first LGBTQ consumer studies, and the findings were quoted in major press.
They traveled throughout North America and beyond, speaking with executives and at numerous conferences, and never stopped emphasizing the importance of reaching and serving the LGBTQ community.
Now, over 25 years later, they head up the world’s leading and most-respected LGBTQ research firm. Over the years, Tom, Dave and their team have helped hundreds of companies and brands connect with, engage and market to the spectrum that is the LGBTQ community.
What started out as an idea 25 years ago has transformed how companies, brands, society and governments understand and connect with the LGBTQ community.
David and Tom in 2004
Community Connections
CMI supports and gives back to our community. We volunteer time, donate resources and raise funds for numerous community-based organizations. We also participate in leading business and advocacy groups, events and conferences within the community. Our community connection is the right thing to do, and it’s essential for maintaining authentic community relationships to benefit our clients.
Recommended connections include: Out & Equal, Human Rights Campaign (HRC), National LGBT Chamber of Commerce (NGLCC), National Center for Lesbian Rights (NCLR), the International Gay & Lesbian Travel Association (IGLTA), your local LGBTQ chamber of commerce and community center, pride, film festivals and more.
Diversity Supplier
For many companies, diversity and inclusion is part of their commitment. And on the Human Rights Campaign (HRC) Corporate Equality Index best practices evaluation process, one of the qualifications is whether the applicant company includes LGBTQ-owned suppliers when procuring products and services.
100% LGBTQ-owned and -operated LGBTQ, Inc. is a diversity supplier, and is also a U.S. Federal Contractor Verified Vendor.
Have a look at some of CMI’s clients.
Get to know CMI leadership
President
“My work is so rewarding and fulfilling that for 25 years, I’ve been eager to start my day. Every study we produce opens new doors for both our clients and the LGBTQ community. We’ve been instrumental in increasing the visibility and inclusion of the diverse spectrum of our community across businesses, organizations and government institutions. I am so grateful to my team, our partners and our clients for making this possible.”
SENIOR RESEARCH DIRECTOR
“In my 20+ years of completing LGBTQ research projects; it has been rewarding to see the positive outcomes of our CMI research. Numerous corporations have asked for the opinions of the LGBTQ community and how to reach us. Our community input often results in sponsorship of LGBTQ organizations, advertising dollars in LGBTQ media, and the inclusion of LGBTQ people in their larger general marketing campaigns.”
Quantitative Research Director
“It’s incredibly rewarding to see how our research helps our clients and partners better understand the LGBTQ community, as well as their ability to provide better products and services to enhance the community’s overall well-being. I’m proud to be a part of the movement that has created positive social changes in the United States and around the world. I’m especially proud of the work work we did understanding the LGBTQ market in China.”
PROJECTS DIRECTOR
“My work has been focused on CMI’s tourism and hospitality clients for 23 years. Helping grow global awareness of LGBTQ travel has been exciting. It’s incredibly fulfilling to see the positive changes resulting from our work. Having managed our TAG Approved Accommodations program and educational conferences for more than two decades, I’ve witnessed a global shift in welcoming attitudes for LGBTQ travelers.”
Media Partner
Rivendell, the leading LGBTQ media company, has been partnering with CMI for over 10 years. Rivendell encourages their represented media to participate in CMI’s annual LGBTQ Community Survey, includes market research recommendations to their advertising clients, and supports CMI’s educational programs. CMI refers clients to Rivendell for qualified, experienced “one-stop-shopping” to place advertising and communications in the LGBTQ media.
