The LGBT (lesbian, gay, bisexual, transgender) market segment is emerging rapidly, leaving many researchers and their clients wondering how to access viable, meaningful, actionable insights. Researching LGBTs requires an understanding of terminology and nuance that isn't found in other market segments. Many approaches have proved ill-advised and yield misleading results; others have succeeded. Learn the difference, along with other best practices. Speakers include Thomas Roth and David Paisley of Community Marketing & Insights (LGBT research specialists) and John Lake of Wells Fargo, which has leveraged LGBT research across planning, implementation and measurement of results. This dynamic session will help participants grasp the potential of the LGBT market, and how to successfully approach it.