We’re Different: We are LGBTQ-Focused and We are LGBTQ
LGBTQ research enlightens marketers to make informed decisions about strategies and tactics, to make connections, and create authentic engagement with LGBTQs.
However, not all research is the same. At CMI, we leverage our unique experience, methodologies and our proprietary panel to yield valid and actionable results. Our work is trusted by and quoted frequently in The New York Times, Wall Street Journal, USA Today, Chicago Tribune, Los Angeles Times, Forbes, CNN, NPR, Associated Press and more.
While other firms claim that they provide “LGBTQ research,” most of the time they’re tapping into general market surveys that include a small subset of “the gay community,” which just scratches the surface of this diverse marketplace (and could even be misleading).
LGBTQ is our focus; not only as researchers, but also as humans. CMI’s differentiation is not only our proprietary, diverse, community-representative research panel. Our unique “knowledge base” and personal experience allows us to extract unmatched insight, observation, analysis, nuance and practical recommendations from the data that can only be derived from producing hundreds of LGBTQ market reports over decades.
100% Pure CMI: All of our research is produced in-house. CMI does not sell, outsource, represent or report on other research companies’ services.
Our Methodologies: How We Do It
We use established research methodologies, both quantitative and qualitative approaches, in order to provide a comprehensive, well-defined picture of this market for clients. Both are recommended, to obtain a broad perspective.
Quantitative
We’ve conducted hundreds of LGBTQ-dedicated quantitative surveys covering a wide variety of topics across many industries and issues. Leveraging our proprietary LGBTQ panel, we’re able to tap into the spectrum of demographic segments that comprise the LGBTQ Community.
For each client, we develop a unique study plan that taps into our panel, targeting specific participants based on a client’s exact needs. From there we discover unique insights that help clients successfully connect with and engage a specific LGBTQ segment.
No other firm can match our portfolio of LGBTQ research panels, methodologies and experience to meet our clients’ market intelligence goals.
Qualitative
Qualitative research is an important phase, providing a deeper dive into the motivations, preferences, sensitivities and experiences of LGBTQ consumers.
CMI produces and facilitates LGBTQ-dedicated qualitative research, including focus groups (both in-person and virtual), in-depth interviews, online communities and advisory boards, which may be utilized in a comprehensive market intelligence plan.
We pre-qualify participants from among our survey panelists, identifying the best candidates based on study characteristics: age, gender, relationship status, geographical location, and even a propensity or history of using a client’s (or competitor’s) products or services.
We maintain a sufficient number of panelists to conduct focus groups in most major metro markets across the USA and Canada. This is important because the same creative (ads, messaging, images) tested in different regions, may yield vastly different perspectives.
