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New American Gay, Lesbian, Bisexual and Transgender Research Panel
American researcher Harris Interactive and PR company Witeck-Combs Communications are to launch The Gay and Lesbian Pulse in the USA. This new research follows and supports the previously launched specialised American research practice focusing on the gay, lesbian, bisexual and transgender (GLBT) consumer market.
Using Harris Interactive's mult imillion member online panel, the companies have developed a random panel of American GLBT individuals who are willing to answer questions online. These are specific questions that are important both to the GLBT consumer and to marketers. This approach differs from many earlier attempts to research the market, which often proved prohibitively expensive and time-consuming.
According to Wes Combs, President of Witeck-Combs Communications, "We recognize that not all customers have the same needs. Because of our ability to contact this hard-to-reach population in a safe and confidential manner, developing a product such as The Gay and Lesbian PulseSM made sense as a next step; it further enhances our capability to understand better the GLBT consumer segment's needs-and address them more readily."
David Krane, senior vice president of public policy research at Harris Interactive, added that, "Without question, this flexible tool will more cost-effectively and efficiently allow us to query the GLBT population and get accurate, reliable and candid responses from a national sample of 1,000 GLBT adults that offer projectable results. And, since The Gay and Lesbian PulseSM will be fielded quarterly, it will give marketers the most consistent and up-to-date view of the GLBT consumer landscape possible."
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