LGBT 市场研究

LGBT市场是一个价值数十亿美元的市场，在全球许多国家都在增长。  

该市场的特点是可支配收入普遍较高，关键行业增长迅速。在某些产品上，同性恋者在旅游、美容产品、时尚和娱乐方面的支出更多。研究 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. 以下是当今 LGBT 消费市场中一些增长最快的行业和新机遇。

了解 LGBTQ 市场研究

LGBTQ 市场研究不仅仅是数据收集。它还涉及了解 LGBTQ 社区所面临的丰富经历、偏好和挑战。它涉及收集和分析与女同性恋、男同性恋、双性恋、跨性别者和酷儿人群的习惯、兴趣和需求相关的数据。 

…这个独特的市场部分拥有独特的消费者行为和偏好，可以极大地影响产品和服务的提供。

LGBTQ 市场研究的复杂性在于认识到该群体内的不同体验。例如，跨性别者的偏好可能与男同性恋或女同性恋者不同。这不仅仅是了解性取向，还在于掌握塑造 LGBTQ 群体消费行为的文化、社会和经济动态。

为什么 LGBTQ 市场研究如此重要？

从经济角度来看，LGBTQ 群体代表着一个庞大的市场群体，具有强大的购买力。忽视或误解这个市场可能会让企业错失良机。 

但是，这其中也存在道德因素。通过致力于 LGBTQ 市场研究，公司表明他们重视并尊重其消费者群体的多样性。这种立场可以培养 LGBTQ 消费者及其盟友的品牌忠诚度。这不仅仅是一种商业策略；它关乎包容性和代表性。

此外，它还为企业带来多种好处，包括：

• 有针对性的营销策略： 通过了解 LGBTQ 社区的独特需求、偏好和生活方式，企业可以根据对该社区共鸣的正确洞察，更有效地定制营销策略。

• 提高品牌忠诚度： 当企业通过做出明智的决定表明他们真正理解并关心 LGBTQ 群体时，他们就会建立信任。这种信任通常会转化为品牌忠诚度的提高以及 LGBTQ 消费者及其盟友的拥护度的提高。

• 产品开发见解： LGBTQ 市场研究可以揭示市场中尚未满足 LGBTQ 消费者需求的空白。企业可以利用这些空白，开发新产品或改进现有产品以满足这一群体的需求。

• 声誉提升： 当今世界，消费者，尤其是年轻一代，对社会问题有着敏锐的意识，并希望支持能够反映其价值观的品牌。因此，企业可以提高整体声誉并吸引更广泛的受众。

• 风险缓解： 不进行 LGBTQ 市场研究的公司可能会在推出活动或产品时无意中冒犯或疏远 LGBTQ 群体。通过投资研究，公司可以避免这些陷阱，并确保他们的举措既尊重又包容。

• 经济效益： 如前所述，LGBTQ 群体拥有巨大的购买力。成功满足这一市场需求的企业有望增加收入和市场份额。

• 探索尚未开发的市场： 虽然有些行业已经接纳了 LGBTQ 群体，但其他行业尚未充分认识到其潜力。LGBTQ 市场研究可以聚焦那些未充分满足 LGBTQ 群体需求和偏好的行业，为企业提供新的探索途径。

• 文化和全球扩张： 随着企业寻求全球扩张，了解 LGBTQ 群体在不同文化和地区的细微差别至关重要。研究可以深入了解 LGBTQ 问题和身份在世界不同地区是如何被看待和表达的，从而指导企业开展国际业务。

旅行与旅游机会

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 the 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.

健身、健康和医疗保健研究

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.

电影、影片、音乐、艺术与戏剧

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 content. 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.

事件营销

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

纽约市骄傲大游行是世界上规模最大的骄傲大游行活动之一，距离我们的纽约市总部仅几步之遥。  除了骄傲节之外，全球许多城市都有同性恋主题节日和活动，作为 目的地营销 campaigns.  For example, Aspen has Gay Ski Week.  Sydney has Mardi Gras.  Miami and Palm Springs have Winter Parties. Orlando has One Magical Weekend.

纽约时装周还推出了同性恋友好主题和主题标签营销活动。我们的研究团队进行了街头采访、面对面调查和拦截。

食品与饮品

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 to LGBT segments.  High-end supermarkets also sponsor Pride festivals in major cities.

影响者营销

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.  Many retailers have found that sponsoring content can have a positive impact on brands and sales.

数字产品和应用程序

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 e-commerce 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 in understanding how consumers interact with your products and services.

政治与舆论研究

Opinion research is helpful given changes in attitudes.  With changes in legislation, opinion research can identify nuances on hot-button issues.  Issues such as Homophobia, Gay Marriage, Same Sex Rights, Transgender Rights and Equality have been key issues in opinion research for years.  SIS provides Focus Groups, surveys and polls across the US, UK, Canada, Europe, and worldwide.

研究考量

LGBTQ incorporates many segments.  It is important to be sensitive to different perspectives, attitudes, behaviors and opinions.  There are differences in behavior between 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.

LGBTQ 市场研究挑战

While the potential of LGBTQ market research is enormous, businesses must recognize its challenges and limitations. Addressing and understanding these challenges can ensure more effective and respectful research methodologies. Here are some challenges associated with this  market research:

• 代表性抽样： 确保受访者样本真正代表 LGBTQ 社区的多样性是一项挑战。LGBTQ 市场研究通常会无意中偏向某些子群体，而忽略其他子群体，这可能会导致见解出现偏差。

• 敏感话题： LGBTQ 群体历来饱受歧视和边缘化。因此，某些问题或话题可能会被视为侵犯隐私或不敏感。

• 文化差异： LGBTQ 的体验并不是单一的，而是在不同文化、国家和地区之间存在巨大差异。LGBTQ 市场研究必须针对具体情况，避免做出忽视这些文化细微差别的笼统假设。

• 避免刻板印象： LGBTQ 市场研究结果可能会无意中延续刻板印象，这是一种风险。研究人员和企业必须谨慎解读数据，尊重个体个性，避免泛泛而谈。

• 数据隐私问题： 考虑到在某些地区或社会中被认定为 LGBTQ 存在的潜在风险，确保匿名性和数据隐私至关重要。

• 接触难以接触到的人： LGBTQ 社区中的某些群体（例如老年人或较为保守地区的人群）可能更难参与研究。LGBTQ 市场研究策略需要考虑到这一点，找到接触和纳入这些声音的方法。

我们的工作地点

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.

我们所做的

我们提供焦点小组、消费者访谈、调查、数据收集、共同创造、人种学、市场评估、新市场进入和数字营销活动。