Introduction
Market research is, at its heart, about understanding people. Historically, that’s involved categorizing groups to better grasp how different demographics relate to specific topics.
Pride Month is a meaningful reminder of the importance of visibility and inclusion for the LGBTQ+ community—and a moment to ask how our industry can do better.
As conversations about representation evolve, we spoke with insights veteran Nick Graham, who brings over 20 years of experience helping brands – such as Mondelez and PepsiCo – build more inclusive research practices, and our very own Susi Lindner, VP, Demand Integrations at Cint.
Keep reading to explore how survey design, inclusive language, and community engagement can help us create research that reflects the full diversity of human experience.
Effective inclusivity
What are some effective ways insights professionals can ensure they are reaching LGBTQ+ communities when conducting consumer research?
“One of the most practical steps simply is to be more explicit and intentional in your recruitment,” says Graham. “Don’t just assume that nationally ‘representative’ samples will include LGBTQ+ people by default.”
Graham recommends working with panels or recruiters who can deliver on a sample that is genuinely and truly diverse.
“If you’re doing qualitative work, I suggest you go beyond the usual sources and look to community groups or social platforms where LGBTQ+ voices are already active.”
Graham also recommends checking your screening questions. “Make sure you’re asking about gender identity and sexual orientation in a way that’s respectful and inclusive, so you actually know who’s in your sample,” he says.
Endeavoring to foster more inclusive research will, in Lindner’s words, “increase the quality of your research and provide you with another level of depth for your analysis.”
Doing so will, as Lindner puts it, “open up another dimension and opportunity to report to your customers and sometimes provide insights they weren’t even aware of before.”
The result is data that better reflects the true nuance of societies.
Rethinking demographic questions
Inclusive survey design isn’t just a matter of choice: it’s a core component of high-quality, truly representative research. For market researchers aiming to reach broader, more diverse audiences, keeping inclusive demographic questions top of mind is essential, particularly when it comes to research aimed at LGBTQ+ respondents.
Inclusive survey design isn’t just a matter of choice: it’s a core component of high-quality, truly representative research
At Cint, we firmly and unapologetically believe that individual voices matter enormously in understanding and building the bigger picture. As the world’s largest sample exchange, we take our responsibility seriously when it comes to delivering representative audiences for market research.
How, though, can researchers ensure that they’ve approached their survey design processes from a truly inclusive perspective?
“Researchers shouldn’t shy away from inclusive questions. Industry bodies like the MRS and ESOMAR provide great guidance and recommendations,” says Lindner.
“Start by having a few people from the LGBTQ+ community review your survey draft. Even if they’re not researchers, they can help you spot awkward phrasing or assumptions you might miss,” Graham says.
“If you have access to an Employee Resource Group, you can also ask them for a 15-minute feedback session. In particular, take a look at your demographics screener and how you’re asking about gender, sexual orientation, relationships etc. Over time, you can build a simple checklist for inclusive design, so you’re not reinventing the wheel every time.”
For Lindner, the key point is to, “always consider what the actual research goal is and if asking very personal questions is really relevant for the final analysis. If it’s not, don’t ask.”
Affirming language
Language plays a powerful role in shaping how respondents experience a survey, especially those from LGBTQ+ communities
Language plays a powerful role in shaping how respondents experience a survey, especially those from LGBTQ+ communities. The use of affirming, inclusive language is about making sure every survey participant feels seen, respected, and safe to share their opinion.
For market researchers, this isn’t just about ethics. Poor or potentially exclusionary language choices can have a direct impact on response quality and data integrity.
Are there techniques or best practices that help teams test for bias or exclusivity in their survey language before going live?
Graham suggests taking a quick sense check with colleagues or pilot respondents who are representative of different backgrounds — LGBTQ+, neurodivergent and/or diverse ethnicity, for example — as a simple but effective safeguard.
“Ask them directly: does anything feel confusing or exclusionary? You can also run a small soft launch and review open-text feedback to spot language that doesn’t land well. Inclusive language guides can help with phrasing, and it’s worth keeping a running list of terms or patterns that have caused issues before.”
Regardless of the size of the organization in question, Lindner recommends introducing a series of best practices in addition to standardized question libraries and templates. This is a simple way of aligning all research. Lindner advises ensuring that those recommendations are country specific, as guidance varies across the globe.
“Having a dedicated person or team to stay on top of new industry trends and guidance and also individual respondent feedback is also helpful and recommended,” Lindner adds. “Ask LGBTQ+ members of your company for feedback and empower them to ask for changes in your current best practices.”
Engagement
Inclusive research isn’t a one-and-done thing: it’s an ongoing process that benefits from continuous collaboration with the communities it seeks to represent. In the case of LGBTQ+ respondents, involving their voices in survey design can lead to more respectful language, smarter questions, and richer, more actionable insights.
“Involving LGBTQ+ voices – as well as other minority perspectives – doesn’t just make your research more inclusive, it makes your insights sharper,” says Graham.
“People who sit outside the ‘mainstream’ often have a different lens on the world. We notice the friction points, the unspoken assumptions and workarounds others might not even register.”
In Graham’s opinion, having that kind of perspective is a useful means of surfacing hidden tensions, unmet needs, and unexpected motivators – not just for LGBTQ+ people, but often for others too.
“You start to see the spectrum of human experience more clearly, which gives you better insight. It’s not just about representation — it’s about richer, more relevant understanding.”
“LGBTQ+ people have always been part of society and also research. However, just as with society, there might not always have been as visible or as open.”
Susi Lindner
Vice President, Demand Integrations, Cint.
It’s a stance echoed by Lindner who says, “LGBTQ+ people have always been part of society and also research. However, just as with society, there might not always have been as visible or as open. And in some countries, this might still be the case. Researchers should listen to not just LGBTQ+ voices but to all groups of society and try to design any research around the goal to listen to and reflect on all.”
Lindner continued, saying, “Fostering an inclusive environment within the workplace, listening to your colleagues and listening to discussions across the globe and in the various countries will enable any research to produce more meaningful and insightful data and insights.”
Conclusion
Creating inclusive research practices isn’t just the right thing to do: it’s essential for uncovering deeper, more meaningful insights.
As Graham and Lindner emphasize, intentional recruitment, inclusive language, and active community engagement can significantly improve how we understand and reflect LGBTQ+ voices in market research. By rethinking demographic questions, testing for bias, and involving diverse perspectives throughout the process, researchers can build studies that are not only representative but truly resonant.
Pride Month is a powerful reminder that visibility matters, and that inclusive research helps drive visibility forward. Let’s continue to evolve our methods so that all people, in all their complexity, are seen, heard, and valued.
