This article addresses the history of sociological sex research and its reception in Sweden and Finland. It describes the background and implementation of the first study in Sweden in 1967, and how the methodology of this study was adopted in Finland in 1971. Both of these studies were followed up in the 1990s with surveys that documented the changes in sexuality, 1992 in Finland and 1996 in Sweden. As the studies were labelled ‘Kinsey studies’ of their respective countries, the article (...) examines the effect that the work of Alfred Kinsey's research group had on them. In particular, the article pays attention to the role of homosexuality in the studies and their reception, both in the mainstream media and in lesbian and gay organizations’ magazines. The article argues that, even though the studies recognized their position on the continuum of sex research stemming from Kinsey's work, they did not have a similar role in normalizing homosexuality. On the contrary, the studies showed diminishingly small numbers of homosexual respondents, even in the 1990s, when lesbian and gay rights were rapidly developing, and the studies were used to argue against equality and minority rights. (shrink)