As part of an ongoing effort to expand the representation of cultural identity, race and ethnicity in its massive consumer database, GlobalWebIndex (GWI) this morning unveiled a new “mobile-first” panel enabling it to survey enhanced demographics such as gender identity and sexual orientation for the LGBTQ segment of the U.S. population, among other things.
The expansion builds on a partnership GWI launched with Publicis Media in 2018 to establish a dedicated Hispanic American dataset.
GWI said the expansion also enables it to segment American audiences based on attributes such as:
New and emerging trends in areas such as smart homes, chatbots, “flexitarianism” and the Gig Economy.
Media behaviors, lifestyle, purchases and preferences related to CPG, auto, electronics, fashion, travel, healthcare and more.
Race and ethnicity including expanded information on African Americans, Hispanics and Asian Americans.
GWI, whose core database is represents 240 million Americans, says the mobile interface has enabled it to ask and generate responses for more "representative questions not typically asked" in most traditional surveys.