We Are Family: Uncovering Opportunities in the Same-Sex Parenting Market
Meaningful, data-driven insights on the exploding and lucrative same-sex parenting segment
About
The number of children raised by same-sex couples is rapidly growing and set to increase by 60% over the next five years. Kompren estimates that child-related expenditures among US same-sex parents will exceed $7 billion by 2023. Marketers and brands should avoid "one-size-fits-all" and "check-the-box" approaches. To successfully compete, you must understand and effectively tailor messaging to same-sex parents.
Objectives
- How are beliefs, values, and attitudes different between same-sex and heterosexual parents? Are there differences between male and female same-sex couples?
- In what ways are societal shifts, media portrayals, and a greater acceptance of LGBT parenting influencing purchase behavior?
- How do same-sex parents gather information to research products and brands? What factors are most important to them in their purchase journey and what drives consideration and purchase?
- Which specific brands and companies stand out as positive examples of effective messaging? Which ones are not up to par?
- Where are the most notable opportunities? Where do the opportunities lie for brands wishing to compete in this market?
Why?
Same-sex parenting is on the verge of a veritable baby boom.
Family constellations continue to evolve, but the fact that raising children is a significant investment remains unchanged. Indeed, Kompren estimates that the same-sex parenting segment will account for over $7 billion in annual child-related spend by 2023.
Brands and marketers hoping to successfully access and sell into this lucrative segment need to understand the unique values, attitudes, and motivations that guide purchase behavior. Those already targeting the LGBT community must avoid the pitfalls of viewing it monolithically.
This dual-phased study will provide meaningful and actionable insights on the messaging that resonates -- or falls flat. It will arm marketers with the context and intelligence to address:
• What are the differences and similarities in targeting same-sex and heterosexual parents?
• What are the nuances to consider in approaching this segment of the LGBT audience?
• Where and how do same-sex parents seek out information about products and services?
• What specific factors drive consideration and/or purchase?
• Where are the opportunities for growth?
Be an early sponsor of this study and get input into the questionnaire!
Methodology: Qualitative/Quantitative
Design Rationale:
For a topic as deeply personal and multi-dimensional as same-sex parenting, our experience suggests that a multi-phased hybrid approach --an exploratory qualitative exercise informing a robust quantitative survey -- will yield the most thorough and actionable insights.
Approaches:
Our proposed design and approach includes two phases: exploratory qualitative followed by a quantitative survey.
Qualitative Design
Number of research sessions (or interviews) by specific approach:
Four one-hour online focus groups with between 6-8 respondents per group.
Qualitative Research Target
Gender: 50% Male, 50% Female
Ethnicity: Approximates national population distribution
Ages: 18 to 60
Behavioral/Lifestyle Screening:
Currently sharing parenting responsibilities for one or more children <18 living in same residence. Pre-screened for articulate storytelling skills.
Additional Demographic Screening:
US resident, part of same-sex married or cohabitating couple
Geography: US Only; Approximates national population distribution
Number of Markets: 4
Quantitative Design
Number of Interviews: 750
Interview Length: 20 minutes
Statistical Analysis:
• Drivers Analysis with purchase consideration as dependent variable
• Segmentation by age, gender, household income
How Sample will be Segmented:
750 interviews, including 500 same-sex and 250 non-same-sex. Segmentation by age/life-stage, gender, household income
Sample Source:
Blended panel approach, including Kompren's proprietary LGBTQ panel, as well as trusted panel partners.
Quantitative Research Target
Gender: 50% Male, 50% Female
Ethnicity: Approximates national population distribution
Ages: 18 to 60
Behavioral/Lifestyle Screening:
Currently sharing parenting responsibilities for one or more children <18 living in same residence
Additional Demographic Screening:
US resident, part of same-sex married or cohabitating couple
Geography: US Only; Approximates national population distribution
Deliverables
Reporting: Formal Report; Topline Report; Summary Report
Presentation: Both web-based and in-person
Additional Deliverables:
Optional in-person presentation
Out-of-pocket travel billed separately at cost
Funding Timeline (once project is approved): 45 days
Timing: 12 weeks from funding to delivery of final report
Supplier
Company: Kompren, LLC
Previous Projects: 1
Rating:
Supplier's Qualifications:
Founded by two market-research veterans intent on “using their powers for good,” Kompren is an insights and analytics firm dedicated to connecting clients to multicultural, diverse, and influential audiences. Its founders have held senior roles in some of the top global MR firms, working with Fortune 50 clients across industries. Kompren has expertise in both qualitative and quantitative approaches, as well as leading-edge methodologies including virtual ethnography, social intelligence, customer data integration, and consumer behavioral research.
Supplier's Team:
Ben Piper, Principal Analyst and Co-Founder
Ben brings over 20 years of market-research experience to the team. He has held VP roles at both Ipsos and Nielsen, helping clients find meaningful and actionable insights in their data. He has likewise worked as a widely quoted industry analyst, with numerous trade and mainstream print and television features, including Wall Street Journal, Los Angeles Times, Boston Globe, Investor’s Business Daily, Sydney Morning Herald, Orange County Register, "Marketplace Radio," "Morning Edition," Reuters, Associated Press, Agence France-Presse, Telecommunication, CNN, CNET, CNBC, and CBC.
Tara Forth, Principal Analyst and Co-Founder
Tara is a strategic advisor and storyteller, drawing from two decades of analytics, content development, marketing, and advertising experience. In leadership roles at SDL Social Intelligence, Ipsos, and Vision Critical, she guided some of the world's leading retail, tech and CPG companies in furthering their customer understanding and reach. In addition to quantitative design expertise, Tara is an expert in leading edge methodologies and approaches.
Incentives
• Buy three shares and own category exclusivity (lock out your key competitors)
• Be one of the first three sponsors and get a free proprietary question in the quantitative survey
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