INTERVIEW GUIDE FOR BUSINESSES Brief pre-interview
• Thank for participation
• Outline the purpose of the research, the themes of the interview and data handling
• Confirm previously agreed permission to audio-record + amount of time available Bio data about interviewee
• Interviewee’s background?
• Interviewee’s role within the business?
• How long the interviewee has been with the business?
• How long the interviewee has been working with marketing?
• How long the interviewee has been working with LGBT as part of marketing?
Pride collection
1. How would you define a pride collection? Why?
2. Can you please tell me about your pride collection?
a. Probe: How was the product range chosen?
i. Probe: Is it limited edition or part of the product development? Why?
b. Probe: How was the product design chosen?
c. Probe: Who was the intended target group? Why?
i. Probe: How would you describe the persona? What kind of specifics?
3. How did the organisation launch the pride collection?
a. Probe: What was the key message? Why?
b. Probe: What marketing channels were used? Why?
i. Probe: Are they different from other collections? How? Why?
c. Probe: How would you evaluate the overall response?
i. Probe: How was the SoMe presence?
ii. Probe: How was the SoMe response?
4. Why did the organisation introduce the pride collection?
a. Probe: What was the purpose?
b. Probe: How is this reflected within the organisation?
Partnership with LGBT+ organisation (If applicable)
1. Why did the organisation choose to donate a percentage of the profits from the pride collection to [the LGBT+ organisation]?
a. Probe: Why was the specific LGBT+ organisation chosen?
2. Why did the organisation choose to work with [the LGBT+ organisation]?
a. Probe: Why were the specific LGBT+ organisation chosen?
b. Probe: How did the partnership come about?
c. Probe: What does the partnership entail?
d. Probe: How would you evaluate the success of the partnership?
Other specific LGBT+ initiatives (If applicable)
1. Can you please tell me about [the campaign/project]?
a. Probe: What was the purpose?
b. Probe: What does [the campaign/project] entail?
c. Probe: Who was the intended target group? Why?
d. Probe: What was the key message? Why?
e. Probe: What marketing channels were used? Why?
f. Probe: How would you evaluate the overall response?
LGBT+ representation
1. Besides the pride collection, how does the organisation represent the LGBT+ community?
a. Probe: Can you give me an example?
b. Probe: What does LGBT+ representation mean for the organisation?
c. Probe: How does the organisation prioritise LGBT+ representation? Why?
2. How does the organisation measure the efficiency of its LGBT+ representation?
a. Probe: What kind of success criteria? Sales? Media coverage? Brand?
b. Probe: Why are these success criteria chosen?
c. Probe: How would you evaluate the success of the LGBT+ representation?
Diversity management
1. What does ‘LGBT+’ represent for the organisation?
a. Probe: How is this incorporated within the organisation?
i. Probe: Vision, mission and values? Corporate culture?
ii. Probe: Business strategy? HR? CSR?
iii. Probe: Corporate brand? Product brand?
iv. Probe: Marketing? Advertising? PR? SoMe?
v. Probe: Collaborations? Partnerships? Influencers?
vi. Probe: Product development?
vii. Probe: Suppliers?
b. Probe: How does this affect the organisation’s understanding of diversity?
2. In your opinion, how can organisations represent the LGBT+ community in an ethical manner?
3. Why should other organisations consider representing the LGBT+ community?
a. Probe: What are the potential benefits of LGBT+ representation? Example?
b. Probe: What are the potential drawbacks of LGBT+ representation? Example?
INTERVIEW GUIDE FOR LGBT+ ORGANISATIONS Brief pre-interview
• Thank for participation
• Outline the purpose of the research, the themes of the interview and data handling
• Confirm previously agreed permission to audio-record + amount of time available Bio data about interviewee
• Interviewee’s background?
• Interviewee’s role within the organisation?
• How long the interviewee has been with the organisation?
• How long the interviewee has been working with NGOs?
• How long the interviewee has been working with LGBT as part of NGOs?
The role of the organisation
1. Can you please describe the purpose of the organisation?
a. Probe: How is this reflected within your work?
b. Probe: Can you give me some examples of projects that encapsulate this?
2. How would you define the LGBT+ community?
a. Probe: Who qualifies?
b. Probe: Who does not qualify?
3. How would you describe your role as an NGO?
a. Probe: How do you cooperate with the LGBT+ community?
b. Probe: How do you cooperate with businesses?
c. Probe: Has your role changed over the past 5 years? If yes, how so? Why?
LGBT+ representation
1. How would you define the level of support for the LGBT+ community today?
a. Probe: How does the level of support become visible?
b. Probe: How does this affect the LGBT+ community? Positively? Negatively?
c. Probe: How does the level of support affect LGBT+ representation?
d. Probe: Has the level of support changed over the past 5 years? If yes, how so? Why?
2. Why should businesses consider representing the LGBT+ community?
a. Probe: How does LGBT+ representation affect the LGBT+ community?
b. Probe: What are the potential benefits of LGBT+ representation? Example?
c. Probe: What are the potential drawbacks of LGBT+ representation? Example?
3. How can businesses represent the LGBT+ community in an ethical manner?
a. Probe: Can you give me an example (if possible) of well executed LGBT+
representation?
b. Probe: Can you give me an example (if possible) of poorly executed LGBT+
4. What is your opinion on current fashion trends such as pride collections and gender fluid fashion?
a. Probe: How does this affect the LGBT+ community? Positively? Negatively?
b. Probe: How would you define an ideal pride collection?
Diversity management
4. What should ‘LGBT+’ represent for a modern business?
a. Probe: How should this be incorporated within the business? Internally? Externally?
Pinkwashing
1. How would you define pinkwashing?
a. Probe: Can you give me an example of pinkwashing?
b. Probe: How does it affect the LGBT+ community? Positively? Negatively?
2. How should businesses handle potential accusations of pinkwashing?
a. Probe: How important is efficient crisis communication in these instances?