Our client wanted to investigate how they could better reach the LGBTIQ+ community by developing relevant, authentic communications.

To capture the complexity of individual experiences, we set up an online community in various markets.  We developed lots of different tasks to dig into needs and behaviours, which gave us an incredibly rich level of compelling insight from a very personal perspective.

We also conducted an online survey phase to broaden our understanding of the qualities that are most valuable in a destination and how our client’s market performs against these criteria.

This research has helped our client to evolve their strategy with sensitivity, detailing how to connect with the LGBTIQ+ community and credibly promote their market.