Community Marketing, Inc. (CMI), the San Francisco-
based gay and lesbian research, marketing and
communications firm, released the most
comprehensive LGBT (lesbian, gay, bisexual,
transgender) market research report ever conducted,
the Gay Consumer Index™ and the Lesbian
Consumer Index™, in August 2007. The study was co-
produced by Rivendell Media, and sponsored by
Absolut.
Community Marketing, Inc.'s Gay & Lesbian
Consumer Index™ study gathered a total of 26,205
complete responses.
"Never before has an LGBT research study been
based on a sample size of such proportion, and from
such a broad spectrum of consumers," said Jerry
McHugh, Senior Research Director at Community
Marketing, and the survey's architect. "The study
included more than 10,000 responses from lesbian
consumers, and over 12,000 from gay male
consumers. The resulting Gay Consumer Index™ and
Lesbian Consumer Index™ reports include ground-
breaking quantitative data and deep insights on
demographics, psychographics, purchase behavior
and motivations, and social and political perspectives.
These indices will guide LGBT development and
effective outreach communications for years to come,"
McHugh added.
"The Gay Consumer Index™ and Lesbian Consumer
Index™ provide valuable guidance regarding the
perceptions and opinions of 'out' lesbian and gay
consumers; those who can be reached by marketers
through gay and lesbian media channels. This
unique, community-based methodology polls LGBT
consumers who can be reached using print
publications, direct mail and internet media," said
Tom Roth, President of Community Marketing. "It
should be kept in mind, however, that the study's
findings profile those who read lesbian and gay
publications and websites. These results should not
necessarily be extrapolated to the entire gay and
lesbian population, which we feel is impossible to do
with surveys due to social, employment and political
pressures," added Roth.
