Study to profile gay consumers

Canada's first extensive study of the gay consumer market gets under way June 26.The study, called 'The Gay Consumer in Canada,' is a comprehensive study of the attitudes and behavior of homosexuals.Nancy Kramarich, account director at DJC Research in Toronto, says...

Canada’s first extensive study of the gay consumer market gets under way June 26.

The study, called ‘The Gay Consumer in Canada,’ is a comprehensive study of the attitudes and behavior of homosexuals.

Nancy Kramarich, account director at DJC Research in Toronto, says research will be conducted all summer with results available at the end of September.

Kramarich says the study will not be a representative sample.

She says data will be collected from, among other sources, support groups for teenage homosexuals and homosexual alcoholics and from gay amateur sports leagues.

Although Kramarich acknowledges the percentage of homosexual men in a population is in dispute, she says the issue will not come up in the djc study.

(The Kinsey Institute’s long-accepted figure of 10% of men being homosexual is now in dispute. Some estimates put the figure as low as 1%.)

Chiat/Day Advertising, also in Toronto, which is collaborating on the study, suggests in its press material any marketer who wants a share of homosexuals’ ‘influential spending power’ should join the study.

Chiat/Day says detailed information on consumer perceptions and expectations, usage and purchase behavior will be available within such categories as financial services, air travel, retail shopping behavior, toiletries and pharmaceuticals and leisure habits.