Use Demographics Deliberately
Demographic questions help describe the sample, support quotas, enable subgroup analysis, and provide covariates for social science research. Ask only what the study needs and explain sensitive questions clearly when appropriate.
Before adding a demographic block, decide whether each measure is needed for eligibility, quota management, weighting, subgroup analysis, descriptive reporting, or contact workflows. If a field does not serve one of those purposes, consider leaving it out.
Create A Demographic Block
Step 1: Open Block Builder. From Surveys, open the survey and stay on the Block Builder tab.
Step 1: Open Block Builder
Step 2: Add a Demographics block. Click Add block and place the block where the study protocol wants background questions to appear; see Organize Research Surveys With Blocks for block structure.
Step 2: Add a Demographics block
Step 3: Add one measure at a time. Use a separate question for each demographic variable that needs its own export column or recode.
Step 3: Add one measure at a time
Step 4: Name sensitive variables clearly. Use stable question names such as age, region, or education so exports and codebooks are easy to audit.
Step 4: Name sensitive variables clearly
Step 5: Preview before publishing. Use Preview to confirm wording, option order, and respondent burden; review privacy when demographics could identify participants.
Step 5: Preview before publishing
Common Demographic Measures
- Age or age category: use exact age only when the protocol or analysis needs it.
- Location or region: choose the broadest geography that supports sampling and analysis.
- Gender or sex: use inclusive options where appropriate and match the construct you actually need.
- Race, ethnicity, language, or nationality: ask only when relevant to recruitment, reporting, or the research question.
- Education, income, occupation, or institution: consider ranges or categories to reduce identifiability.
- Political, organizational, or community membership: treat these as potentially sensitive in some contexts.
Choose Question Types
Use Multiple Choice for short categorical lists, Dropdown for long controlled lists, Short Answer for numeric entries, and Grid Matrix only when several demographic items share the same response scale. Include Prefer not to answer when the research protocol or topic warrants it.
Block Builder: Multiple Choice
Data And Privacy Notes
Demographics can become indirect identifiers when combined. Review privacy expectations, export access, and codebook documentation before launch.
If demographics drive quotas or Flow, name the variables and recodes before testing those paths. If demographics are optional, document how Prefer not to answer or skipped values should be handled during cleaning.
Preview: Multiple Choice Respondent View
Multiple Choice: Respondent View
Select an option to see how a multiple choice question feels to respondents.