LGBT Market Research

The LGBT market is a multi billion dollar market that is growing in many countries around the world.  

The market is characterized by generally high disposable income and growth in key sectors. On some products, Gays and Lesbians spend more on travel, beauty products, fashion and entertainment. Studies also show that gays were more likely to consume advertising on mobile phones, and were more likely to research products on their mobile phones while watching TV.  Gay friendly advertising can be influential in purchasing and brand loyalty. The following are some of the fastest growing sectors and new opportunities in today’s LGBT consumer market.

Travel & Tourism Opportunities

Research shows that LGBT consumers spend significantly more on average than other segments on leisure travel.  Festivals and Pride parades and summer hot spots like Fire Island, South Beach, Provincetown, and Palm Springs are important travel destinations.  Gay themed cruises, destination weddings and specialty tours are rising in popularity. Changes in legislation, safety concerns and the rise of digital media all influence the selection of travel destinations.

Countries and cities are enthusiastically marketing to LGBT consumers.  Visit Britain has a global travel promotion campaign with a hashtag #loveisgreat and sponsorship of Pride festivals in 12 cities.  Countries like Israel and Taiwan and individual cities like Austin actively promote their gay friendly destinations.

Hotels have often been very gay friendly.  Major global hotel chains both employ many gay people and have loyalty programs and special room packages tailored to LGBT consumers.  Some airlines have painted their liveries and social media pages with colorful flags for Pride month.

Fitness, Wellness and Healthcare Research

Fitness and gym brands have seen opportunities and have launched campaigns.  Healthcare and pharmaceutical brands have sexual health products and campaigns targeted to LGBT consumers.  SIS has conducted focus groups for LGBT consumers in NYC on messaging campaigns for pharmaceuticals and wellness products.

Film, Movies, Music, Arts & Theater

Gay film has been on the rise at major film festivals.  With the rise of streaming services like Netflix, Amazon and iTunes, gay themed movies can more easily be distributed than by traditional DVD and retail environments.  

Providing high quality content remains a challenge, particularly in a highly saturated digital media environment.  Focus Groups can help filmmakers understand how viewers perceive and can assist with storytelling. Surveys can provide rapid data to understand how consumers engage with content.  Market Research helps film companies understand marketing opportunities and challenges in marketing content to audiences.

Event Marketing

LGBT Market Research 2

Pride festivals happen throughout the year in major urban areas worldwide.  Major brands advertise with floats, giveaways and entertainment.

The NYC Pride Parade, one of the world’s largest Pride events, passes a few steps away from our New York City headquarters.  In addition to Pride, Many cities worldwide have Gay themed festivals and events as part of Destination Marketing campaigns.  For example, Aspen has Gay Ski Week.  Sydney has Mardi Gras.  Miami and Palm Springs have Winter Parties. Orlando has One Magical Weekend.

NYC Fashion Week also features gay friendly themes and hashtag marketing campaigns. Our research team conducts street interviews and intercepts.

Food and Beverage

Alcohol companies such as vodka products have increasingly built campaigns, products and flavors targeted to LGBT consumers.  New Fast Casual food restaurant chains have floats in the parade. Chocolatiers and gelato companies now promote products towards LGBT segments.  High-end supermarkets sponsor Pride festivals in major cities.

Influencer Marketing

Social media has opened an extraordinary market on websites on Facebook, Twitter, Youtube and Instagram.  Numerous LGBT influencers and stars now exist and promote products and content for brands. SIS has conducted numerous studies with Fashion, Cosmetics, and LGBT influencers, connecting brands with influential people in their communities.  Some retailers have found find that sponsoring content can have a positive impact on brands and sales.

Political and Opinion research

Opinion research is helpful given changes in attitudes towards .  With changes in legislation, opinion research can identify nuances related to hot button issues.  Issues such as Homophobia, Gay Marriage, same sex rights and equality have been key issues in opinion research for years.  SIS provides Focus Groups, surveys and polls across the US, UK, Europe, and worldwide.

Digital Products and Apps

SIS has conducted research for companies focused on the Sharing Economy.  These include ridesharing and home sharing. Recent research shows that the brands LGBT consumers are most fond of tend to be digital brands such as streaming media websites and ecommerce websites.  

In addition, SIS has conducted usability research and Focus Groups for dating app companies.  Research shows that LGBT consumers spend more time than other segments on Dating Apps. Qualitative insights and quantitative data can be helpful to understand how consumers interact with your products and services.

Research Considerations

LGBTQ incorporates many segments.  It is important to be sensitive to different perspectives, attitudes, behavior and opinions.  There are differences in behavior in those who self-identify and people who are potentially closeted.  Furthermore, there can be fluidity in sexuality and a spectrum of beliefs and behavior. Researchers can work with clients to understand their objectives, ask appropriate questions and plan projects to achieve specific objectives.

Where We Work

SIS is present in major global cities and gay hotspots including New York, West Hollywood / Los Angeles, London, Paris, Berlin, San Francisco, Miami, Toronto and Rio de Janeiro.  Our headquarters and largest Focus Group facility is in the Flatiron district of New York City, a few minutes walk from Chelsea, a historic gay-friendly neighborhood.  Furthermore, our global reach and market coverage in High Growth Emerging Markets gives access to thousands of LGBT consumers in today’s fast changing global economy.

What We Do

We provide Focus Groups, Consumer Interviews, Surveys, Data Collection, Co-Creation, Ethnography, Market Assessments, New Market Entry, and Digital Marketing campaigns.