As part of its research-on-research efforts, the Insights Association’s IDEA Council has published “The Evolution of Demographic Questions”, a position paper on how to ask demographic questions on Gender, Sexual Orientation, and Race and Ethnicity.

Acknowledging that terminology is evolving, and more research is required, the publication provides extensive review of current practices and how they are applied; initial recommendations on how to ask demographic questions today; and suggests questions and elements that need to be tested. Research is needed to ensure that as an industry we are asking demographic questions the right way—to be inclusive, to not alienate our respondents, and to not create any biases.
The IDEA Council is collaborating with insights organizations within and outside the United States, which also are working to bring greater diversity, equity, inclusion and belonging (DEIB) to the industry.
Get Involved: If you would like to collaborate, share your own research in this area, contribute resources, and help bring recommendations to the insights industry, please contact the IDEA Council.

Download our position paper

How to ask demographic questions on Gender, Sexual Orientation, and Race and Ethnicity.