Environics Analytics introduces Gaybourhoods
By Adnews Staff
Toronto-based Environics Analytics has launched a new neighbourhood-level database that gauges the propensity of residents to be gay and measures their behaviour and spending in various consumer categories. The database, called Gaybourhoods, is intended to help companies, governments and not-for-profits better understand the marketplace behaviour of the gay community in Toronto, Vancouver, Calgary and Ottawa. "Gaybourhoods is an advance in the effort to provide market intelligence about the gay community," said Jan Kestle, president of Environics Analytics. "No other Canadian company has the level of detail on the location and spending power of the gay population across so many categories. Companies and not-for-profits can now look beyond the traditional gay neighbourhoods to better locate and quantify the market potential of gay people."