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UK Consortium Launches Outright 2009
Channel 4, QSoft Consulting, owners of the award-winning Gaydar portfolio of brands, Globalpark and Hitwise announced the results of the UK's biggest ever gay and lesbian lifestyle research programme on Thursday, April 2 2009. David Muniz, Commercial Director of QSoft Consulting, Alex Osbaldeston from Globalpark and Robin Goad, Director of Research from Hitwise UK, presented the findings of Outright 2009 at a free breakfast seminar held in London on Thursday, April 2 at the Prince Charles Theatre, 7 Leicester Place, London WC2 The consortium's study, called Outright, uses quantitative and qualitative techniques to provide a powerful insight into the 21st century gay and lesbian marketplace and their behaviour towards brands. Outright 2009 tracked audience attitudes, spending habits and brand preferences across a range of different sectors including retail, technology and travel. In addition, it monitored key and emerging trends such as how gay and lesbian consumers purchase, navigate and utilizing the web. "We are planning to collect significant data around online behaviour which will offer brands a powerful and unique insight into exactly what the gay and lesbian community is doing on online and how they are searching for information," said QSoft Consulting Commercial Director, David Muniz. More than 18,000 people took part in the inaugural 2006 Outright survey which was the biggest of its kind amongst the gay and lesbian community. The 2009 study will be even more extensive. International in reach, it will survey the views and brand preferences of gay and lesbian consumers across eight different territories including the UK, France, Spain, Germany, Holland, Italy, Portugal and Australia. |