Progress

Marketing the Rainbow

Does The Gay Consumer really exist?

Progress

Jan 2009: start of sabbatical, and start of preparing set up of research and theme(s).

Aug 2009: found Prof. Dr. W.F. (Fred) van Raaij, professor in Psychology of Economic Behaviour at the Faculty of Social Sciences of the University of Tilburg, prepared to be my promotor.

Nov 2009: first four chapters set up in concept (introduction, delimitations, questions, definitions). Research started, 3 months ahead of schedule. Initial focus: the USA, suppliers

Dec 2009: first website launched!

Jan 2010: target of completed company surveys raised to 1,000: see Surveys.

Outline of first case studies set up (ABSOLUT vodka, Ginch Gonch). Conducting telephone interviews with a number of US experts, one in Colombia.

Working on consumer survey, plan to launch in February.

Feb 2010: Facebook group "Marketing the Rainbow" launched. (353 members, later removed due to Facebook changed system for pages). Discovered another target group: LGBT seniors.

Mar 2010: started my research of the Netherlands, by checking news and print media. First responses coming in. Meeting Promotor next week to dicuss progress and finalize consumer survey.

Apr 2010: target of 1,000 participants in supplier survey reached! Consumer survey launched.

 

May 2010: 1,000 participants in survey, Jul: 2,000!

Oct 2010: master class given at Amsterdam University of Applied Sciences in their minor City Marketing, about Gay City Marketing. Received favorably. Good opportunihy for me put things into perspective.

 

Nov 2010: presentation of first findings at anniversary dinner of Genius.

 

Dec 2010: Dutch glossy Winq invited me to extend my research to their readership, to establish a profile of "the Winq reader". The Duch issue (20,000) and international issue (120,000) will feature half a page in their December release. Total number of participants now stand at 2,617.

 

Oct 2011: another master class at AUAS.

 

Dec 2012: both surveys closed, with very high response rates - 1,100 suppliers, 3,100 consumers.

 

Mar 2013: desk research closed. 75% of manuscript written.

 

Apr 2014: first manuscript (of 600 pages) submitted. Received 26 pointers for change and improvement. Most important: reduce volume to 300 pages. Can be achieved by putting most case studies in appendix (and reducing font ;-).

My suggestion: publish dissertation online. However, print copies remain necessary for libraries and university.

 

Aug 2014: search for members of committee starts.

 

Dec 2014: blog about findings started. Also published in other social media (LinkedIn, Google+, Ello), and my website, with references on Facebook, twitter and Pinterest.

 

Dec 14: Dr. Gert Hekma and Dr. David Bos have agreed to be on the committee for the opposition. Bob Witeck will be special member. I am honoured! Two more members will be invited by my promotor.

 

Jan 15: volume of the thesis condensed from 600 to under 300 pages (other material, mostly case studies, will be published separately)

 

June 15: received a (final?) set of revisions from my promotor. This means the final ceremony will not be this year anymore (lead time is 6 monhts).

These are all (print) ads, used to target LGBT customers/employees.

Click the images for a larger picture and comments.