Simmons LGBT Consumer Study

The only syndicated national probability sample survey that measures the lesbian, gay, bisexual, transgender (LGBT) population, Simmons LGBT Consumer Study delivers actionable insights into this increasingly influential consumer segment.

  • A deep reservoir of more than 60,000 data variables to analyze from
  • Usage behavior for all major media, more than 500 product categories and more than 8,000 brands
  • Revealing insight into the behavioral motivations of consumers with more than 600 lifestyle and opinion statements, as well as more than 75 psychographic measures
  • Allows for direct comparisons to the heterosexual population on every reported metric

Case Study

Client issue: A national retailer wanted to target a segment of the general population that is stylish and influential. The retailer believed that LGBT consumers are a key part of this target audience, but is not sure whether or not they are consumers of their products.

Experian Simmons solution: The Simmons LGBT Consumer Study provided proof that LGBT consumers are not only stylish and influential, but that they overindex relative to the general population for products the national retailer specializes in.

Results delivered: The national retailer was able to quantify the market potential that would result from including LGBT consumers in their target. They were also able to identify key media outlets for reaching LGBT consumers as well as the attitudes and opinions that resonate with them.

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