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FACT SHEET The Annual Gay/Lesbian Consumer Online Census A Syracuse University, OpusComm Group partnership study Contact: Jeffrey S. Garber OpusComm
Group, Inc. G/L
Census: http://www.glcensus.org Why Online
Surveys? The landmark “Gay/Lesbian Consumer Online Census” was first conducted via the Internet from July 8, 2001 to August 19, 2001 and is NOW conducted annually. More than 8,500+ GLBT people participate in the annual survey, which takes 45 minutes on average to complete. Respondents were recruited using a variety of awareness-raising methods both online and offline, utilizing gay and mainstream media. The survey was conducted online for the reasons identified below. This study represents, by far, the largest gay and lesbian population ever amassed for a research initiative, providing the greatest insight into the behavior and concerns of gay and lesbian consumers. Anonymity For this study, an online
survey was selected to meet anonymity requirements—essential for the conduct of
accurate research among the gay and lesbian community. When conducted by
-professional researchers adhering to industry-accepted privacy guidelines,
online surveys provide a uniquely anonymous vehicle for sharing attitudes and
opinions. As with this study, online respondents can be recruited to
participate without the use of personally identifiable contact information such
as e-mail addresses, telephone numbers, or mailing addresses. Research Quality The self-directed nature of
online surveys to capture highly personal information without fear of judgment
was a key factor in selecting a methodology for this study. Personal and
telephone interviews require respondents to share sensitive information with
unknown individuals—potentially biasing answers for those participants who have
not yet made a public statement regarding their sexual orientation. An online survey was also selected, as the most appropriate research methodology to support the creation of in-depth profiles (consisting of demographics, geographics, lifestyles, product usage behavior, etc.) required for this lengthy survey. An Internet survey allows respondents to answer questions on their own time schedule, and with the password system used here, respondents could also answer the survey over several visits rather than all at once. Acceptance as a Valid Research Vehicle The use of the Internet as the survey vehicle seemed a natural for our study. The Pew Internet & American Life Project, a nonprofit initiative of the Pew Research Center for People and the Press, is acknowledged as an authoritative and impartial source for information on the Web's growth and societal impact. A Pew report released in February entitled “More Online, Doing More" states that “The increase in online access by all kinds of Americans highlights the fact that the Internet population looks more and more like the overall population of the United States".[1] To promote further diverse participation, gay and lesbian consumers with Internet access were encouraged to tell their friends about the Consumer Online Census, and to allow friends without access to use their computer. Potential respondents could also visit their local libraries or GLBT centers for free Internet access. Many leading market research firms make use of online surveys, lending greater credibility to the survey vehicle. Each year John Honomichl, author of Inside Research, publishes a list — in association with the American Marketing Association — which ranks the Top 50 research firms in the country. His report is featured in Marketing News magazine. Honomichl predicts online research will supplant traditional mail and telephone-based research in the coming years. With nearly 65 percent of all U.S. households currently online, leading research companies including AC Nielsen, Information Resources Incorporated, InsightExpress, NFO WorldGroup, Taylor Nelson Sofres, NPD Group Inc., Ipsos-ASI, Harris Interactive and many others actively conduct and promote online market research. Global Access Using the Internet allows gay and lesbian consumers around the world to participate in the Annual Consumer Online Census. While 93.5% of the participants were from the United States, 51 other countries were also represented, most with multiple respondents. Considerations With more than 8,831 gay and lesbian online survey participants, this survey provides the greatest insight available into the behavior and concerns of gay and lesbian consumers. While the results of the Gay/Lesbian Consumer Online Census are not statistically projectable to the entire population, the results do reflect the attitudes and opinions of the largest group of gay and lesbians ever amassed. The Census is the combined
effort of three partners: OpusComm Group Inc., (Founder of the 2001
Gay/Lesbian Consumer Online Census Partnership) The principals of the
OpusComm Group have been providing exciting and effective marketing, public
relations and advertising to a broad range of clients from Fortune 500 to small
businesses for over sixteen years. Now,
as one of the world's leading researchers in Gay/Lesbian consumerism, we
provide the strategy that can guide you through implementation to reach
untapped markets. Our strength is
consultation of sensitive issues and market plan development for all types to
target the gay/lesbian community in the mainstream media. www.opuscommgroup.com The S.I. Newhouse School of Public Communications at Syracuse
University -
As one of the world’s leading academic and research institutions in the field
of communications, S.I. Newhouse School of Public Communications at Syracuse
University is leading the development of the Census. www.syracuse.edu For more information please visit http://www.glcensus.org” IMPORTANT NOTICE: IN GRANTING BROADCAST/PRINT PERMISSION TO PUBLICIZE ANY/OR
ALL PORTIONS OF "2001 GAY/LESBIAN CONSUMER ONLINE CENSUS" INFORMATION
PROVIDED. You
are authorized to quote from this report only if credited as follows: "A Syracuse University, OpusComm
Group Partnership". You may also want to add: “For more information please visit http://www.glcensus.org”
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