The Outright study will measure attitudes and spending habits across a range of sectors, in order to provide a fresh look at the 21st century marketplace and behaviours towards brands. Consumers will be targeted through Gaydar's 3m registered internet users and radio listeners and Channel 4's audience via an online questionnaire.
The project follows the successful response rate to Gaydar's test survey last year. The three partners are expecting an 8% response rate at around 250,000 replies.
The joint initiative is aiming to challenge the way businesses and marketers think and how they communicate with the gay and lesbian community.
Jo Rigby, head of OMD Insight, part of the OMD Group, said: "Outright will allow advertisers and agencies to target this lucrative section of society far more accurately and effectively than they have ever done so before."
OMD Insight is also due to launch its 'Minority Report' on October 12, which measures the brand and media behaviour of ethnic minorities.
Channel 4 is seeking to fulfil its commitment to "appeal to the tastes and interests of a culturally diverse society" and help it understand the lifestyle and attitudes of the gay and lesbian community.
Gaydar Radio's own research programme this year revealed the gay and lesbian audience to be loyal to brands that they feel "reach out to them".
David Muniz, commercial director of Gaydar Radio, said: "Much has been said over the years about the power of the pink pound, with very little genuine data to back it up. Now for the first time, we will have a very real piece of research that reflects which brands are successfully connecting with this powerful AB audience and why it is such an important and valuable part of the advertising mix.
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