Scarborough Research Will Provide Gay & Lesbian Research.

Scarborough Research announced the formation of a strategic alliance with OpusComm Group, Inc. to provide comprehensive gay/lesbian consumer research services.

The exclusive, strategic alliance brings the annual Gay/Lesbian Consumer Online Census to marketers, media professionals and agencies. Conducted annually by OpusComm in conjunction with the S.I. Newhouse School of Public Communications at Syracuse University, the Gay/Lesbian Consumer Online Census measures the demographics, purchasing behaviors, lifestyles and media usage of gay/lesbian consumers. The G/L Census offers significant insights in consumer categories such as automotive, childcare, computer equipment, electronics, entertainment, financial, food and beverage, home and garden, pets, sports and fitness and travel as they relate to the gay/lesbian community.

Through the alliance, Scarborough Research’s sales staff adds this valuable study to its arsenal of consumer research services. The G/L Census will be delivered via Scarborough’s proprietary PRIME NExT software platform. Individual reports featuring G/L Census findings are also available.

Additionally the strategic alliance affords Scarborough clients the opportunity for ready access to OpusComm’s gay/lesbian marketplace expertise. Lead by President Jeffrey Garber, OpusComm’s team of experienced product development, marketing and media specialists can work with clients to target this vibrant consumer group.

“With increasing mainstream presence in media, marketing and popular culture, gay consumers are an important and often misunderstood consumer group, and they provide a great opportunity for marketers,” said Bob Cohen, Ph.D., president and chief executive officer, Scarborough Research. “As with any multicultural marketing effort, harnessing the power of the gay and lesbian consumer group requires a deeper understanding of its cultural nuances, demographics and purchasing patterns. Scarborough’s strategic alliance with OpusComm will provide a valuable resource for marketers seeking to maximize the ROI of their multicultural marketing efforts.”

“With more than $450 billion of consumer spending clout, the gay/lesbian marketplace is one that marketers should already be actively pursuing,” said Mr. Garber. “OpusComm’s expertise in targeting the gay/lesbian marketplace combined with Scarborough’s powerful consumer insights will help marketers develop more effective advertising programs, increase sales, expand brand loyalty and further market penetration.”

According to OpusComm’s annual Gay/Lesbian Consumer Online Census, gay/lesbian consumers tend to be highly educated (37 percent are college graduates and one-fifth have graduate degrees) and in high income brackets (27 percent have an annual household income of $100,000 or more). The Gay/Lesbian Consumer Online Census finds that 48 percent of gay/lesbian consumers have investments, and 53 percent own their home. Technologically savvy, 31 percent have a broadband Internet connection in the home, 52 percent of gay/lesbian Internet users made an online purchase at least once a month during the past year, and 30 percent of these Internet consumers spent $50-$99 per online purchase, according to the G/L Census.

The Gay/Lesbian Consumer Online Census also found that advertisers who choose to use gay themes realize increased brand awareness and brand loyalty. Eighty-seven percent of G/L Census respondents remember ads with gay themes versus those with non-gay themes. Sixty-five percent of gays and lesbians say they are more likely to purchase products or services whose advertising uses gay themes than those whose advertising does not, according to the G/L Census.

With almost 8,000 respondents, the Gay/Lesbian Consumer Online Census is the largest and most robust sample of the U.S. gay and lesbian population. The study is conducted online.

“Anonymity is an essential requirement when carrying out a study of the gay and lesbian community, which is why the G/L Census uses online surveys as its research vehicle,” said Mr. Garber. “Conducted by professional researchers adhering to industry-accepted privacy guidelines, the online surveys provide a uniquely anonymous vehicle for sharing attitudes and opinions.”

For more information at http://www.glcensus.org