Market Research

In 2010, Millivres Prowler Group was the exclusive UK media partner for the Out Now Global LGBT2020 Study.

The Out Now Global LGBT2020 Study is a ten year program of market research and is the world's most comprehensive LGBT research project.

Readers from Millivres Prowler Group’s three main publications and websites (Gay Times, Pink Paper and DIVA) took part in the survey and contributed to 60% of the total UK sample. This survey was conducted in Autumn/Winter 2010 and the results published in January 2011.

This is the most extensive survey of the gay, lesbian and bisexual readership including questions in relation to Diversity and Equality in the work place. Here are the specific work place findings from a total sample of over 5,000 respondents.

If you knew that a company supports its gay and lesbian staff with corporate equality and diversity policies, would that motivate you to consider choosing their products?
Yes, definitely: 42%
Yes, probably: 32%
Maybe: 28%
No, not really: 8%
No, not at all: 1%

When you apply for a job, how important is it for your potential employer to have an LGBT Equality and Diversity policy already in place?
Very important: 23%
Somewhat important: 54%
Not so important: 23%

Copies of the full reports from the LGBT2020 Study are available from Out Now - click here for further details.



PREVIOUS DIVERSITY & EQUALITY READER SURVEY RESULTS
In 2007, Millivres Prowler Group commissioned Out Now Consulting to conduct reader research across its three main publications and websites. This reader survey was conducted in Autumn/Winter 2007 and the results published in March 2008.

Here are the specific work place findings from a total sample of over 1,200 respondents.

When you apply for a job, how important is the employer’s equality and diversity staff policy?
Very important: 61%
Quite important: 26%
A little important: 9%
Unimportant: 4%

Does your employer belong to the Stonewall Diversity Champions programme?
Yes: 8%
No: 44%
Not sure: 48%

Which of the following do you use when job hunting?
Daily National Newspaper: 15% (of which Guardian 8%)
Sunday National Newspaper: 2%
Recruitment Agency: 10%
Online Job search sites: 19% (of which Guardian online 3% and Pink Paper.com 3%).
Professions based magazines/journals: 19%
Local newspaper: 15%
Local Job Centre: 11%
Other: 9%
On average all respondents use at least 3 different sources for finding jobs.