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A Customer-Informed Guide
Reimagining inclusive demographic questions
How to ensure screening questions best represent our audiences and ourselves as researchers
Through a series of in-depth interviews and an online community of 300 members, who were representative of diverse communities, geographic spread and multiple generations, we created a guide for researchers and marketers to use when developing demographic questions.
We learned that customers feel seen as the people they truly are when we allow for multiple-choice selections, we’re intentional about response order, we remove the word ‘Other’ and more.
As researchers, aren’t these the customers we want to hear from? And as organizations, isn’t this how we want customers to see us?
In this must-have guide, you’ll find:
- Customer-informed inclusive screener best practices.
- Inclusive demographic questions to incorporate into your screener.
- A preview of what’s next when it comes to reimagining inclusive demographic questions.