It's
impossible to make sound marketing decisions without good market
research. And market research with GLBT consumers poses unique
challenges.
Lesbians
and gay men are not always willing to identify themselves in
surveys. And online panels, currently the predominate source
of data, have biases and tend to undercount people of color.
The
Census now tracks same sex unmarried couples. It's a useful
measure, but an inaccurate one, since not all gays are in partnered
relationship.
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