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UK Media Companies Launch Outright 2006 Channel 4, OMD Insight and GaydarRadio have announced the results of the UK ís biggest ever research programme into the lifestyles and attitudes of gays and lesbians living in the UK. The consortiumís study, called Outright, used quantitative and qualitative techniques to provide a powerful insight into the 21st century gay and lesbian marketplace and their behaviour towards brands. More than 18,000 people took part in the survey, the biggest of its kind amongst the gay and lesbian community. Outright tracks audience attitudes and spending habits across a range of different sectors, brand preferences and key issues such as sexual discrimination and physical abuse. Helen Croxson from Channel 4 and Sarah Bridgman from OMD Insight will present a paper on Outright 2006 at this year’s 49th MRS Annual Conference at the Barbican, London, from March 22 to March 24. For further information, visit www.mrs.org.uk |