Thomas Roth - IGLTA · Thomas Roth President, ... CMI produces LGBT research, training and communicaons support for leading desnaons ... Hotel Selecon Rankings:

ThomasRothPresident,CommunityMarke6ng&Insights

LGBTTravelSales&Marke6ng2016Orienta6onandUpdate

2

LGBTTourism&HospitalityOrienta7on IGLTA|CapeTown|April14,2016

ThankYou

3


ThankYou

4


›  CommunityMarke7ng&Insights(CMI)hasbeenconduc7ngLGBTconsumerresearchforover20years.Ourfull-serviceprac7ceincludesonlinesurveys,telephoneinterviews,intercepts,focusgroups(on-siteandonline),andadvisoryboardsinNorthAmerica,EuropeandAsia.IndustryleadersaroundtheworlddependonCMI’sresearchandanalysisasabasisforfeasibilityevalua7ons,posi7oning,economicimpact,crea7vetes7ng,informedforecas7ng,measurablemarke7ngplanningandassessmentofreturnoninvestment.

ABOUTUSOVER20YEARSOFLGBTINSIGHTS

5


CMIproducesLGBTresearch,trainingandcommunica9onssupportforleadingdes9na9ons,including…

6


CMIproducesLGBTresearch,trainingandcommunica9onssupportforleadingcompanies,including…

7


WHATWE’LLTALKABOUTTODAY

LGBTDEMOGRAPHICS&COMMUNITIES

CASESTUDIES&EMERGINGTRENDS

CONNECTIONS&FOLLOWUP

8


LGBTDemographicsandDiversity:

UnderstandingandEmbracingLGBT

Communi9es

1

9


Youmightask…WhydoestheLGBTcommunityreceivesomuchaJen9oninthetravelIndustry?✓ MostlyDINK“DualIncome-NoKids”…butthatischanging✓  Travelaspartofculturaliden7ty✓  Percep7onofgreaterincome/wealth✓  Targetedoutreachopportuni7es✓  Excep7onallybrand/des7na7onloyal✓  Althoughonly3-6%oftheadultpopula7on,surveysshowour

travelpaaernsarenearlydoubletheaveragepopula7on.

10


✓ Age✓ Gender✓ Ethnicity✓ Recogni7on✓ Residence✓ Worldview

Fromamarke6ngperspec7ve,thisiswhatwedonotshareas“LGBTconsumers.”

✓ andmuchmore!

However,becareful…

11

LGBTTourism&HospitalityOrienta7on IGLTA|CapeTown|April14,2016TheLGBTcommunityrepresentsa“slice”oftheen6reworldpopula6on.

Everyinterest,everyculture,everyprofession,etc.

12


13


Whenyouthinkofyour“travelpersonality”,whichthreewordsmostdescribeyourtravelmo7va7onsandpriori7es?(Writeupto3words.)

TravelPersonality:Asawrite-inques7on,par7cipantsenteredthethreewordsthatbestdescribedtheirtravelpersonality.Thetopthreewords(relax,funandculture),canbeusedinadver7ng,whenauthen7c,toestablishamoreemo7onalconnec7ontothepoten7alcustomer.Ofnote,while“food-related”wordsdidscorewellintheexercise,wordslike“spa”and“shopping”scoredlessthan1%.Theseac7vi7esmightbeimportanttosometravelers,butmaynotestablishanemo7onalconnec7on.

Base:AllLGBTUSAn=3,503

23%

18%

14%

9%

7%

7%

6%

6%

5%

5%

Relax

Fun

Culture

Comfort

History

Food

Explore

New

Curious

Warm

Note:Wordconceptswerecombinedinrepor7ng.Forexamplewordslikefood,foodieandcuisinewerecombinedandreportedasfood.

14


Let’scheckinonwhatthe“community”thinksaboutallthese“defining”terms.

• LGBT• Gay,gay,gay

• Queer

• Transgender

• Lesbians

• NoLabels!

• Bi

15


ResponsetoLGBTTermsinCorporateMarke6ngLGBTisthemostpopulartermamongbothgaymenandlesbians.GLBTcon7nuestoloosefavorover7me,evenamonggaymen.Queertestsquitepoorly,buttheinclusiveLGBTQisgainingpopularity,especiallyamongwomen.

Howdoyoufeelabouteachtermwhenyouseeitusedbyacorpora6on?(%Favorable)

Base:GayMenn=10,233;Lesbiansn=3,223

77%77%

66%60%59%56%

52%45%

41%28%

16%10%

87%71%69%72%

51%66%

54%64%

49%38%

23%18%

LGBT Gay&Lesbian Gay-friendly

Lesbian&Gay GLBT

Rainbow(image) Gay-welcoming

LGBTQ Everyone-welcoming

"Rainbow"(word) Queer

LGBTQQIA

GAYMEN LESBIANS

16


Whatkindoftravelerareyou? USAGaymenn=4,059;USALesbiansn=1,247

Whatkindoftravelerareyou?

67%54%

49%46%46%

43%42%

41%32%

29%27%

21%21%

12%7%

66%51%53%

46%29%

40%42%43%

42%31%

24%24%

21%9%

18%

WarmweatherCulture(museums,heritage,etc.)

Beachdes7na7onsRestaurants,wineandcuisine

Urbancoreac7vi7esLGBTdes7na7ons

Entertainment(concerts,theater,etc.)Economy/budget

Outdoor/ac7veadventureResort/spa

LuxuryMainstreamfes7vals/events

LGBTpar7es/eventsWinter/ski

Familytravel(withkids)

ByGender:Whenaskedtopicktheir“travelstyle,”wefoundsignificantgenderdifferences.Gayandbisexualmenarefarmorelikelytodescribethemselvesasurbancoretravelers.Lesbianandbisexualwomenfavoroutdooradventure.

GayandBisexualMenLesbiansandBisexualWomen

17



67%54%

49%46%46%

43%42%

41%32%

29%27%

21%21%

12%7%

66%51%53%

46%29%

40%42%43%

42%31%

24%24%

21%9%

18%












18



67%54%

49%46%46%

43%42%

41%32%

29%27%

21%21%

12%7%

66%51%53%

46%29%

40%42%43%

42%31%

24%24%

21%9%

18%












19


MillennialMen

Yr.1997-1981

GenXMen

Yr.1965-1980

BoomerMen

Yr.1946-1964

MillennialWomen

Yr.1997-1981

GenXWomen

Yr.1965-1980

BoomerWomenYr.1946-1964

GenderExpansive (Age18+)

Yes,Ihavechildrenunderage18livinginmyhome. 2% 6% 2% 11% 31% 7% 9%

Yes,Ihavechildrenunderage18notlivinginmyhome. 1% 2% 1% 1% 3% 2% 3%

Yes,Ihavechildrenoverage18. 0% 4% 17% 0% 13% 32% 18%

Doyouhavechildrenlivingathome?(Markallthatapply.)

20


MillennialMen

Yr.1997-1981

GenXMen

Yr.1965-1980

BoomerMen

Yr.1946-1964

MillennialWomen

Yr.1997-1981

GenXWomen

Yr.1965-1980






Doyouwanttohavechildreninthe

future?

MillennialGayMen

51%YES

MillennialLesbians

55%YES


21


MillennialMen

Yr.1997-1981

GenXMen

Yr.1965-1980

BoomerMen

Yr.1946-1964

MillennialWomen

Yr.1997-1981

GenXWomen

Yr.1965-1980






GRANDCHILDREN!

LGBTBoomers’childrenarehavingchildren,yieldinganemergingLGBTGrandparentsmarketsegment!


22


Whattypeofenvironmentbestdescribestheplaceinwhichyoulive?

Bases:GayandBisexualMenn=9,376;LesbiansandBisexualWomenn=3,513;UrbanGay/BiMenn=3,704(40%);UrbanLesbians/BiWomenn=1,107(32%)

40%

23%

13%

17%

6%

2%

32%

26%

15%

20%

7%

1%

Urban/bigcity

Mediumsizedcity

Smallcity/smalltown

Suburb

Ruralarea

Resortcommunity

Yousaidthatyouliveinanurbanarea/bigcity.Doyouhaveadesiretomoveoutoftheurbancentertothesuburbsoraruralcommunity?

Gay/BiMenLesbians/BiWomen

Gay/BiMen Lesbians/Bi

Yes 13% 16%No 73% 63%

NotSure 14% 21%

WhereLGBTsLive:Increasingly,LGBTsarelivinginalltypesofcommuni7esbigandsmall.Gaymenaremorelikelytoliveinbigci7es,whilelesbiansaremorelikelytoliveinmedium/smallerci7esandthesuburbs.SomeLGBTslivinginbigci7esareconsideringamovetothesuburbs.WellsFargomustincludeoutreachtomanytypesofcommuni7estocapturethemajorityofLGBTs.

23


Whenyoushopforhotels,howwouldyourankthefollowingmo7vatorsinyourselec7onprocess?Dragoveryourhighestmo7vatorfirst,then2ndandthencon7nue.

HotelSelec6onRankings:Withnearlyeverymajorhotelgroupac7velypromo7ngtotheLGBTcommunity,manyintheLGBTcommunitynowbelievethat“allmajorhotelbrandsareLGBT-friendly.”ThishasledtoadecreasedinfluenceofafavorableLGBTreputa7onbeingaprimaryreasontobookahotel.Today,loca7onofthehotelandvalueofpriceforqualityofhotelarethetwomostmo7va7ngfactorsforhotelselec7on.LGBT-friendlyreputa7ons7llrankshigherthanhotel’sloyaltyprogram.LGBT-friendlyreputa7onrankshigherforgayandbisexualmencomparedtolesbiansandbisexualwomen.MillennialsranklowpricehigherthanLGBT-friendlyreputa7on.

GayandBisexualMen

LesbiansandBisexualWomen Millennials GenX Boomers

Loca6on 1.9 1.9 2.1 1.9 1.8

ValueofPriceforHotelQuality 2.2 2.1 2.1 2.1 2.2

LGBT-friendlyReputa6on 2.5 3.5 3.7 3.5 3.3

LowPrice 3.3 3.2 2.7 3.2 3.5

HotelLoyaltyProgram 4.1 4.2 4.5 4.1 4.0

$

BasesVarySlightlybyMoavator:USAGayandBisexualMenn=2,264;USALesbiansandBisexualWomenn=1,406;USALGBTMillennialsn=774;USALGBTGenXn=1,171;USALGBTBoomersn=1,490

24


24

Ifyouhadtopickone...Whentravelingwithyourchildren,whatismoreimportanttoyouandyourfamily,whenyouarechoosinga…?

Vaca6onDes6na6on Hotel

35%

65%

37%

63%

Family-Friendly Family-Friendly

LGBT-Friendly LGBT-Friendly

LGBTFamilyPriori6es:WhenLGBTparentsareaskedtochoose“whichismoreimportant,family-friendlyorLGBT-friendly?,”parentsaremoreconcernedwithfindingfamily-friendlydes7na7onsandhotels,almostbya2to1margin.Thistrendisincreasingoverpastyears(+5%since2013).

Base:AllLGBTParentsUSAn=264

25


Communica6onsMo9va9ons,

CaseStudies&EmergingTrends

2

26


LGBTAdver6singandSponsorshipMakesanImpact•  Companiesadver7singintheLGBTmediaandsponsoringLGBTchari7esfavorablyinfluences70%to80%ofLGBTconsumers

Whenacompanyadver6sesinLGBTmediaorsponsorsLGBTchari6es,hasitinfluencedyourpurchasingdecisions?

Past12MonthsAdver6sesinLGBTmedia SponsorsLGBTchari6es

Base:GayMenn=10,963;Lesbiansn=1,976

39%

48%

40%

37%

StrongInfluenceSomeInfluence

31%

39%

48%

45%

GayMen

Lesbians

27


Personalemailaccount 91% 91% 89% Facebook 91% 86% 76%

“Smartphone 90% 89% 75%

Tex7ngonyoursmartphoneusingyourcellcarrier 88% 86% 71%

Homelaptopcomputer 84% 78% 72%

Skypeorotherinternetphone 52% 38% 32%

Twiaer 50% 43% 27%

Instagram 48% 29% 12%

Personalleaersandcardsthroughlocalpostalservice 47% 52% 59%

Tabletcomputer 41% 55% 48% LinkedIn 40% 51% 44%

TextmessagingthroughWhatsApporothermobileapp 28% 25% 13%

Homedesktopcomputer 27% 44% 55%

Landtelephonelineinyourhome 17% 33% 58%

Standardcellphone/mobilephone 16% 17% 29%

BabyBoomers

Doyouownoruseanyofthefollowingtoolsforyourpersonalcommunica6on(notwork)?(Markallthatapply.)

Genera6onXMillennials

Bases:MillennialGeneraaon(1987-1981)n=3,158;GenX(1980-1965)n=4,051;BabyBoomers(1964-1946)n=5,594

PersonalCommunica6on:Smartphones,email,Facebookandtex7ngarenearlyuniversalintheLGBTcommunity.Landlineshavenowfallenbelow50%ownership.

28


MillennialMen

Yr.1997-1981

GenXMen

Yr.1965-1980

BoomerMen

Yr.1946-1964

MillennialWomen

Yr.1997-1981

GenXWomen

Yr.1965-1980

BoomerWomen

Yr.1946-1964

Facebook 91% 86% 73% 91% 87% 84%

YouTube 79% 73% 63% 72% 63% 58%

Instagram 57% 37% 15% 54% 33% 15%

Twiner 47% 41% 24% 39% 35% 24%

Tumblr 45% 40% 27% 39% 12% 4%

Snapchat 41% 10% 2% 34% 7% 2%

LinkedIn 36% 45% 38% 29% 37% 39%

Google+ 21% 26% 27% 19% 28% 29%

Pinterest 18% 18% 13% 40% 34% 21%

Vine 15% 8% 3% 8% 3% 1%

Anyda6ngappdedicatedtogaymen 58% 48% 38%

Anyda6ngappdedicatedtolesbians 7% 6% 7%

Bases:MillennialMenn=2,834;GenXMenn=4,463;BoomerMenn=4,847;MillennialWomenn=1,002;GenXWomenn=1,034;BoomerWomenn=1,115

Doyouhave,andhaveac6velyused(atleastonceaweek),anyofthesesocialmediaandda6ngwebsites/appsinthepastmonth?

29


Doyouhave,andhaveac6velyused(atleastonceaweek),anyofthesesocialmediaandda6ngwebsites/appsinthepastmonth?

30


LGBT-DedicatedTourismMarke6ngsignificantlyinfluenceschoiceofdes6na6ons.•  69%ofUSrespondents

aremorelikelytovisitades7na7onbecauseitstourismoffice/CVBdoesLGBT-dedicatedoutreach.

•  39%indicatetheyspendmore.

•  38%staylonger.

31


20%

WhichLGBTeventshaveyoutraveledtoanothercity(overnight)toanendinthelastyear?

Inthepast12months,haveyoutraveledtoanothercity(requiringanovernightstay)toafendanyofthefollowingcommunityevents? Totaln=5,157

Pride Event Other types of events LGBT theme event 8%

LGBT cultural, arts or film event 7%

Bear community event 7%

Leather community event 6%

LGBT professional assoc. meeting or conference 5%

Circuit party/dance event 5% 4!

Avg. nights stayed for LGBT events

LGBTTourismThroughEvents

32


MajorHotelGroups

33


CaseStudy:Marrion

34


CaseStudy:Marrion

35


TopRankingHotels:WithMarrioa’s“LoveTravels”campaign,thecompanyhasrisentothetophotelbrandrecognizedfortheirLGBToutreachefforts.Ofnoteisthatfourofthetopfivebrandshadbeaernumbersin2015,comparedto2014.Thishotelbrandawarenessques7onhasbeenaskedinthisformatintheannualsurveysince2009.Duringthat7me,Marrioarankednumberfivein2009andhasrisentonumberonethroughtheirconsiderablefocusinoutreachtotheLGBTcommunity.

Bases:AllUSALGBTs(ProvidedatLeast1ValidHotelName)n=2,067

35% 35% 16%14% 12%

Ofallthehotelbrandsorchainsintheworld,whichchains/brandshavedonethebestjoboutreachingtotheLGBTcommunityinthepast12months?Pleasetypethenameofahotelbrand.(Listuptothree)

2014Percentage

41% 39% 13%19% 16%

36


Trend:Iden6fyinggrowthopportuni6esamongsegmentswithinLGBT.

•  Howdoyoufindopportuni6es?Research.•  FortLauderdale

o  Transgender

o  Family

FORTLAUDERDALECASESTUDY1:TransgenderTravelers

38


CMI’sglobalpanelhassignificantnumbersineveryLGBTsegment:•  20,000lesbianandbisexualwomen•  30,000gayandbisexualmen•  5,000bisexualcommunitymembers•  1,500transgendercommunitymembers•  5,000withincomeover$150,000•  5,000withincomebelow$25,000•  15,000represen6ngLGBTcommuni6esofcolor•  15,000LGBTMillennials•  ThousandsofmenlivingwithHIV(Note:Allhealth-relateddataismaintained

independentofpersonallyiden6fyinginforma6on.)•  Par6cipantsinall50U.S.stateswithzipcode-levelgeographictarge6ngcapability•  10,000withaMaster’sdegreeorhigher•  3,000LGBTparentswithachildunder18livingathome•  5,000legallymarriedsame-sexcouples

CMI’sLGBTRESEARCHPANELOVER20YEARSOFLGBTINSIGHTS

39


40


41


42


43


44


45


46


47


48


49


50


FORTLAUDERDALECASESTUDY2:LGBTFamilies

52


CMI’sglobalpanelhassignificantnumbersineveryLGBTsegment:•  20,000lesbianandbisexualwomen•  30,000gayandbisexualmen•  5,000bisexualcommunitymembers•  1,500transgendercommunitymembers•  5,000withincomeover$150,000•  5,000withincomebelow$25,000•  15,000represen6ngLGBTcommuni6esofcolor•  15,000LGBTMillennials•  ThousandsofmenlivingwithHIV(Note:Allhealth-relateddataismaintained

independentofpersonallyiden6fyinginforma6on.)•  Par6cipantsinall50U.S.stateswithzipcode-levelgeographictarge6ngcapability•  10,000withaMaster’sdegreeorhigher•  3,000LGBTparentswithachildunder18livingathome•  5,000legallymarriedsame-sexcouples

CMI’sLGBTRESEARCHPANELOVER20YEARSOFLGBTINSIGHTS

53


54


55


56


57


58


59


60


StepstoSuccessfulLGBTOutreachCampaigns

LGBTOutreachCampaigns

•  WhoareyourprimaryLGBTcustomers?•  Whereisyourprimarycustomer?•  Whendotheytravel?•  Whatmediaaretheylikelytoview?•  WhyWhatistheLGBTmo6vator?/Whatisthegeneral

marketmo6vator?

61


FollowUp:

KeepingtheConversa9on

Going!

3

62


LearnmoreaboutLGBTDiversity:ResearchreportsfordownloadonCMI.info

Annual LGBT Tourism Study: Since 1994

7,500 Participants

63


LGBT Community Survey® Annually Since 200745,000 Participants

In 150 countries

LearnmoreaboutLGBTDiversity:ResearchreportsfordownloadonCMI.info

Segment Research Studies: 70,000 LGBT Panelists

64


CMI’s17thConferenceonLGBTTourism&Hospitality

11-13Dec.2016•VdaraHotel&SpaatARIALasVegas

65


•  Research•  Marke6ng•  Adver6sing•  Technology•  Start-ups•  LGBTTravelSymposiumwithIGLTA•  Banking/finance•  Recep6ons&networking

May16-20,2016NewYorkCity

www.LGBTweek.com

66


CMILGBTCORPORATETRAININGOVER20YEARSOFLGBTINSIGHTS

67


www.IGLTA.org

70


Moreinforma6on:[email protected]

ThomasRoth,PresidentCommunityMarke6ng&Insights584CastroSt.#834SanFrancisco,CA94114USATel415/437-3800•Fax415/552-5104CommunityMarkeang,Inc.isanNGLCCCerafiedLGBTOwnedBusinessEnterprise.

lgBt Market research:There is a difference!

LGBT research is meant to help marketers understand the LGBT community, and make educateddecisions about strategies and tactics to reach them. Not all research is the same, however. AtCommunity Marketing & Insights, we leverage unique experience, methodologies and our ownproprietary panel to generate the valid and actionable results that our clients depend on.

CMI’s ProPrIetary Panel: who are you talkIng to?Community Marketing & Insights (CMI) has recruited for our proprietary consumer panel over the past 20+ years by partner-

ing with over 300 LGBT media, organizations, events and social media throughout the USA, Canada, the UK, Germany, Australia, Chinaand 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, ChicagoTribune, Los Angeles Times, Miami Herald, Forbes, Ad Week, NPR, CNN, CBS News, Associated Press, etc.

Other research providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those whotrust the researcher enough to indicate in a survey that they are gay or lesbian. They may also use lists from one or two LGBT publish-ers, which is likely to skew results.

If you are a marketer looking for valid LGBT consumer insights about products, services, or advertising creative and market-ing strategies, “general market” panel development approaches are not likely to yield LGBT community members who interact withthe media where you are placing ads.

CMI’s QuantItatIve surveys: sIze does MatterCMI has conducted hundreds of LGBT-dedicated quantitative surveys since the early 1990s, covering a wide variety of top-

ics, industries and interests. Through these studies, we both observe and influence the trends of this market.

Size does matter when it comes to surveys. Our panel has grown to over 70,000 qualified LGBT consumers—the largest ofits kind, by far. Our 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. We leverage our long history, experience and expertise to guide you, fine-tuning ourportfolio 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 con-sumers’ interests, preferences, sensitivities and motivations.

Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on thequality and demographic representation of their panel—or “reinvent the wheel” at your expense.

It’s not possible to fathom the diversity and complexities within LGBT (see below) through a small sample. And with smallsamples, you lose the opportunity to derive statistically-significant crosstabs based on gender, geographical location, age, income,experience, product choice, etc. Can you really make the assumption that a Millennial lesbian couple in Seattle has the same purchas-ing motivations and behaviors as a 67-year-old gay man in Atlanta? Generalities and sweeping statements about “the LGBT market”based on comparatively small samples can distort the validity of research findings, wasting your investment of time and resources.

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 single “Asian market.” The

LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and priorities. Add to that varia-tions in geographical location, age, income, relationship status, gender identity and more, and it becomes essential to discover whichopportunities within LGBT will help you achieve your goals. Fine-tuning your approaches based on highly refined, well-targetedmatches within LGBT will make your outreach initiatives more efficient and cost-effective, optimizing your marketing investment.

General market surveys that may include a small subset of “the gay community” just scratch the surface of the diverse andvaried of opportunities marketers can enjoy if properly explored and understood.

584 Castro St. #834 • San Francisco CA 94114 USA • Tel +1 415/437-3800 • Fax +1 415/[email protected] • www.CMI.info

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 theworld. But we don’t stop there. Quantitative (data) research is important, but it’s just one side of the coin. Our full range of researchservices uncover the rest of the story through qualitative research, most notably derived from focus groups.

We pre-qualify our focus group participants from among our survey panelists, identifying the best candidates based on char-acteristics such as age, gender, relationship status, geographical location, and even a propensity or history of using the client’s prod-ucts or services. We 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 yielddifferent 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 groupstudies (both in-person and online), in-depth interviews, online communities and advisory boards, which can round out a comprehen-sive market intelligence plan.

By producing online surveys only, other research companies are telling only half of the story…at best. Without actual con-sumer interaction, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts. Nor can they adequately adviseyou on the sensitivities and complexities that can only be uncovered by qualitative research—extremely important considerations thataverages and assumptions extrapolated from survey statistics are likely to miss.

In-house everythIng. we don’t outsourCe!Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research software.

We conduct all of our research in-house—because nobody knows this market segment as well as we do.

Unlike many other firms, CMI will never sell or represent another research company’s services. Nor will we outsource yourprojects and report on the results of a third party’s work. Without being intimately involved in every aspect of a project—discussingclient goals, designing the study, building and implementing the survey, and engaging directly with consumers in focus groups—it isdifficult to gain the insights that we regularly deliver. CMI’s hands-on LGBT research specialization spanning over two decades isunmatched.

value for the InvestMentYou might think that with this kind of specialization and experience, you’d have to invest considerably more for Community

Marketing & Insights services than for research from other companies. With our specific focus on LGBT market intelligence, howev-er, and the cumulative 60+ years of LGBT-dedicated experience among the CMI team, we’re able to keep your costs low. We don’tspend your money locating qualified survey or focus group participants, and we won’t waste time trying to source comparative dataor case studies. We’ve already done all that, for your benefit, over the past 20+ years.

At CMI, we’re not running a large operation juggling many accounts and projects with varied focus. Our client dedication andLGBT market specialization delivers you superior intelligence at a fraction of the cost.

we are trusted. why thIs Is IMPortant:Community Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because our company is LGBT-owned and

-operated, and well known in the community, we have earned the recognition and trust of our survey panelists. LGBT consumers rec-ognize that we use research data to build corporate relationships that ultimately lead to social progress, better conditions for LGBTemployees, and more sensitive communications.

Proudly lgBt-owned and -oPeratedOne of the questions in HRC’s Corporate Equality Index application is whether the applicant company includes LGBT-owned

suppliers when sourcing products and services. When you contract with Community Marketing & Insights, you not only gain the ben-efit of our long-standing leadership in this field, you are working with one of the world’s only LGBT-owned market research providers.Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise.

and Proud of our CoMMunIty CItIzenshIPCMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous community-

based organizations. We also participate in leading business and advocacy organizations, events and conferences within the commu-nity, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLR and the International Gay & LesbianTravel Association. Our community connection is not only the right thing to do, it is essential for maintaining authentic communityrelationships to benefit our clients.

Proud to serve these and other companies, organizations, universities, government institutions and researchers with

LGBT Community Studies,Strategic Consulting and Corporate Training

since 1992

584 Castro St. #834 • San Francisco CA 94114 USA • Tel +1 415/[email protected] • www.CMI.info

Documents

Thomas Roth - IGLTA · Thomas Roth President, ... CMI produces LGBT research, training and communicaons support for leading desnaons ... Hotel Selecon Rankings: