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Gay Market Overviews, Seminars, Briefings, Executive Education and Research
Media Consulting, Planning & Buying Sponsorship Planning & Implementation Internet & New Media Strategy Promotions PR & Media Communications Opinion & Market Research Much has been written about the gay market, most of it from U.S. media. Defining consumer profiles for Canada's gay market is not a matter of extrapolating from U.S. data and applying it to Canadians. For starters, geographic differences mean fewer gay urban areas in Canada. That may mean higher concentrations of gays within specific communities, it also means a proportionately higher number of gays living outside of urban communities making it more challenging to reach them.
At a population 10% the size of the U.S., there are fewer media channels targeting Canada's gay population. Little consumer research has been done except in proprietary instances. For decision and policy-makers, extrapolation is not a benchmark, and public opinion is a mitigating factor. Using traditional and online research channels, Wilde Marketing can provide an unbiased, holistic, realistic picture that moves beyond the myths of this market. |
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© 2002 Wilde Marketing - Gay Market Research Canada |