In 2004, GaydarRadio commissioned outrightresearch.com, the UK’s first and most authoritative point of reference for the GLBT consumer marketplace, to track its validity, strength, brand preferences and purchasing power.

The survey is based on a robust sample of 5,000 respondents from Gaydar’s two million strong community of website users and radio listeners. This makes the survey the largest of its kind to date in the UK.

From their personal finances to their shopping habits, outrightresearch.com reveals a highly active internet savvy sector which prefers to live life to the full. The survey tracks brand loyalty and spending habits across a range of different sectors including drinks, holidays, financial services, technology and telecoms, automotive and luxury goods.

The survey was commissioned to re-educate the marketplace about the power of the pink pound. Initial findings clearly demonstrate that this is a significant sector, which regardless of social stature is willing to spend well above its means. This makes the GLBT audience a real advertising destination for brands.

In 2006, Gaydar relaunched Outright Research with Channel 4 and OMD Insight, part of the OMD Group, in what will become the UK’s biggest ever research programme into the lifestyles and attitudes of gays and lesbians living in the UK.

The consortium’s study will use quantitative and qualitative techniques to provide a powerful insight into the 21st century gay and lesbian marketplace and their behaviour towards brands. The survey will measure the opinions and preferences across Gaydar’s 3 million registered internet users and radio listeners along with Channel 4’s audience via an online questionnaire.