Abstract:

In this paper, we will share the findings from a study developed in 10 countries in the LATAM region, using qualitative and quantitative techniques that have allowed us to identify key actions to contribute to the Latin American social agenda. Mental health is an important issue that affects people of all sexual orientations and gender identities, but the LGBTIQ+ community is particularly exposed to certain risk factors, such as discrimination and stigma. This is important for market research because from our role in identifying trends and understanding the needs of all audiences, we can contribute to the development of products and services based on readings with an inclusive perspective where everyone feels represented. Also, we are going to talk about the community in the most common ways (LGBTIQ+, LGBT, community), first to make the findings more ?readable?, and second to understand the diverse ways that we need to need to start this kind of conversation.