PinkBananaMedia.com

Reach the Gay & Lesbian Community
Leverage the Power of Social Relationships
Offices in New York and Los Angeles

 
 
Online Marketing
Integrate the power and reach of social media marketing with traditional online strategies including banner ads and e-mail campaigns.
 
Together with...
 
Interpersonal Marketing
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LGBT Market Research

We team up with one of the leaders in LGBT Market Research, Community Marketing & Insights, to offer this service to our clients.


Over the past 20+ years, Community Marketing & Insights has produced more LGBT research for more clients than all other research companies... combined.

LGBT research is meant to help marketers understand the LGBT community, and make educated decisions about strategies and tactics to reach them. Not all research is the same, however. At Community Marketing & Insights, they leverage unique experience, methodologies and their own proprietary panel to generate the valid and actionable results that their clients depend on.

About CMI's Proprietary Panel: Who are you talking to?

Community Marketing & Insights (CMI) has recruited for their proprietary consumer panel over the past 20+ years by partnering with over 300 LGBT media, organizations, events and social media throughout the USA, Canada, the UK, Germany, Australia, China and beyond. The panel is thus highly representative of LGBT consumers who interact with the LGBT community and media.

CMI research is trusted by - and frequently quoted in - The New York Times, USA Today, The Wall Street Journal, Chicago Tribune, Los Angeles Times, Miami Herald, Forbes, Ad Week, NPR, CNN, CBS News, Associated Press, eMarketer, Mashable, etc.

CMI's QuantitatIve Surveys: Size Does Matter

CMI has conducted hundreds of LGBT-dedicated quantitative surveys since the early 1990s, covering a wide variety of topics, industries and interests. Through these studies, they both observe and influence the trends of this market.

Size does matter when it comes to surveys. Their panel has grown to over 70,000 qualified LGBT consumers - the largest of its kind, by far. Their Annual LGBT Community Survey study has attracted up to 45,000 survey participants representing 150 countries, making it the largest such study in the world. They leverage their long history, experience and expertise to guide you, fine-tuning their portfolio of research panels, methodologies and approaches to best match your market intelligence goals.

If your communications channels are via the LGBT media, you'll want to depend on research that represents these consumers' interests, preferences, sensitivities and motivations.

LGBT Panel Diversity Is Imperative, Because There is No "LGBT Market"

Community Marketing & Insights emphasizes that there is no "gay market," just as there is no singular "Asian market." The LGBT communities represent a broad and dynamic variety of interests, sensitivities, preferences and priorities. Those, plus variations in geographical location, age, income, relationship status, gender, sexual identity and more, make it even more important to discover which opportunities within LGBT will help you achieve your goals. Fine tuning your approaches based on highly refined and well-targeted matches within LGBT will make your outreach initiatives more efficient and cost-effective, and will significantly improve your marketing ROI.

Get a Deeper UnderstandIng of the LGBT Community: Qualitative Research

For over two decades, CMI has produced the most consistent, longest-running series of LGBT community surveys in the world. But they don't stop there. Quantitative (data) research is important, but it's just one side of the coin. Their full range of research services uncover the rest of the story through qualitative research, most notably derived from focus groups.

They pre-qualify their focus group participants from among their survey panelists, identifying the best candidates based on characteristics such as age, gender, relationship status, geographical location, and even a propensity or history of using the client's products or services. They maintain sufficient numbers of panelists to conduct groups in most major metro areas across the USA, Canada, UK, Germany, Australia and China, as well as many other markets. Sometimes the same creative, tested in different regions, can yield different perspectives. Isn't it wise to know that - and adjust your plans - before investing in marketing campaigns?

CMI is the only LGBT-dedicated research provider that produces and facilitates qualitative research, including focus group studies (both in-person and online), in-depth interviews, online communities and advisory boards, which can round out a comprehensive market intelligence plan.


About the CMI Research Panel:

Over the past 20 years, CMI has developed the world's most community-representative panel for a variety of LGBT research methodologies. Corporations, government agencies, non-profits, universities and other research firms all utilize CMI's panel resources because of its size and flexibility. CMI can assist with research projects requiring thousands of participants, and they can deliver on smaller projects requiring targeted segments within LGBT. For example, CMI was able to recruit for projects needing 1,200 men living with HIV, 200 LGBT African American Millennials in urban U.S.A., and 750 transgender community members. They also produce qualitative projects that are challenging - or impossible - for other research groups to achieve.

CMI has developed their panel through authentic partnership and trust within the LGBT community. CMI never uses the panel for sales or marketing purposes. Panel members have the direct email addresses of their project's Research Director. They protect panelist confidentiality, and they respond to study questions, concerns and feedback within 24 hours. Since CMI is a specialized LGBT-owned and operated company, established over 20 years ago, they have earned a level of confidence and trust that can only come from being members of the community. As distinct from other panel approaches, they actually have a very personal relationship with their panelists, who are willing to open up and honestly share genuine experiences, sensitivities, opinions and motivations with them. These panelists know that the results from the research will be used for the betterment of the LGBT community.

CMI's Panel consists of over 70,000 self-identifying LGBT community members, which includes:

  • 50,000 LGBT panelists in the United States
  • 6,500 LGBT Canadians (includes English and French speaking)
  • 4,500 LGBT Chinese
  • Capabilities in the UK, Germany, Australia and other countries

In the United States, the panel has significant numbers in every LGBT segment

  • 20,000 lesbian and bisexual women
  • 30,000 gay and bisexual men
  • 1,500 transgender community members
  • 5,000 bisexual community members
  • 5,000 with income over $150,000
  • 5,000 with income below $25,000
  • 15,000 representing LGBT communities of color
  • 15,000 LGBT Millennials
  • Thousands of men living with HIV
    (Note: All health-related data is maintained independent of personally identifying information.)
  • Participants in all 50 states with ZIP code-level geographic targeting capability
  • 10,000 with a master's degree or better
  • 3,000 LGBT parents with a child under 18 living at home
  • 5,000 legally married same-sex couples
  • Experience with LGBT youth research (in partnership with an institution and IRB approval)


If LGBT Market Research and a stronger overall understanding of your online marketing strategy environment is of interest to you, please do let us know.

Call us at (323) 963-3653 or Contact Us Here to get started.


 
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