As society evolves, the questions we ask in surveys are changing to reflect growing expectations for inclusivity and representation. Participants now expect inclusive options that align with their identities, ensuring representation for minorities and underrepresented groups. This shift toward inclusivity in demographic questions is gaining momentum worldwide, as highlighted by the 2023 State of Surveys research.
In the past 40+ years, we’ve witnessed firsthand how survey practices have transformed to address participants’ preferences and align with accessibility standards. This experience has given us valuable insights into effectively asking demographic questions while adapting them to reflect modern expectations. If you are conducting research in Canada, tailoring your approach to align with the country’s unique cultural and societal context is crucial.
Below, we outline best practices and provide examples of questions to ask and avoid when designing demographic surveys.
1. Inclusive Gender Representation in Surveys
You might think that asking about gender is a common practice in surveys, and you’d be right. However, it’s no longer sufficient to offer only options like “Male” or “Female.” Providing more choices, including a “Prefer to self-describe” option, is essential for ensuring inclusivity. This simple change acknowledges the diversity of gender identities and affirms respondents feel respected while providing accurate and meaningful data.
Adhering to global standards, such as ESOMAR’s guidelines, enhances the quality of your surveys. ESOMAR emphasizes that gender is not a binary concept for many people and recommends offering inclusive options that reflect this understanding. By following these best practices, you demonstrate respect for participants’ identities and improve data accuracy and representation. Learn more about ESOMAR’s recommendations.
Here’s an example of how to ask:
Do ask: What is your gender?
- Female
- Male
- Non-binary
- Prefer to self-describe: ___________
- Prefer not to answer
Avoid phrasing that assumes only binary genders or merge sex and gender:
Don’t ask: What is your gender? (Select one: Male/Female)
Providing a self-describe option respects respondents who may not identify with predefined categories. In 2023, Canada led the way with 84 percent of surveys including nonbinary gender-inclusive options, surpassing other nations like the U.K. (82 percent) and Australia (80 percent), showcasing a strong commitment to inclusivity. This also improves the quality of your data by acknowledging the spectrum of gender identities, which is essential for research in diverse populations like Canada.
2. Ethnicity in Canadian Surveys
Canada’s approach to ethnicity is unique, reflecting its multicultural identity. When asking about ethnicity, it’s important to provide categories that align with Statistics Canada’s guidelines. These categories allow respondents to select multiple origins, capturing the complexity of their heritage.
Do ask: What is your ethnic or cultural origin? (Select all that apply):
- Indigenous (First Nations, Métis, Inuit)
- South Asian (e.g., East Indian, Pakistani, Sri Lankan)
- Chinese
- Black (e.g., African, Afro-Caribbean)
- Latin American
- Southeast Asian (e.g., Vietnamese, Cambodian, Malaysian, Filipino)
- Arab
- West Asian (e.g., Iranian, Afghan)
- Japanese
- Korean
- Other(s): __________
- Prefer not to answer
Avoid using vague or outdated terms that don’t reflect Canada’s diversity. Instead, refer to the Statistics Canada guidelines for accurate categories.
3. Regional Nuances in Canadian Surveys
Canada’s cultural and geographic diversity requires tailoring surveys to reflect the unique demographics and preferences across the country. Bilingual surveys are crucial to accommodate Canada’s multilingual population, ensuring accessibility for both English and French speakers. Additionally, the country’s multicultural makeup necessitates inclusive options for ethnicity and language to resonate with respondents from diverse backgrounds. Surveys should also be designed with accessibility in mind to ensure that respondents in various communities, whether urban, suburban, or rural can easily participate. Culturally sensitive terminology, such as “First Nations, Métis, or Inuit,” is essential when engaging with Indigenous populations.
By addressing these nuances, researchers can improve engagement and ensure the data collected is accurate, inclusive, and representative of Canada’s diverse population.
4. Evaluating the Necessity of Demographic Questions
Not all demographic questions are essential for every survey. Including too many irrelevant questions can overwhelm respondents, leading to higher dropout rates and less reliable data. Before including a demographic question, consider:
- Is this information critical to your research objectives?
- Will the data influence your analysis or outcomes?
For example, if the study focuses on consumer preferences for a product, asking about religion or marital status might not be relevant. Instead, prioritize questions that directly align with your research goals. By keeping your survey concise and focused, you improve the respondent experience and the quality of your data.
5. Household Composition in Surveys
Canada’s diversity extends to household structures, which are often overlooked in surveys but can provide critical insights for research on living arrangements, caregiving, or product usage. Understanding household composition helps researchers identify trends, such as the rising number of multigenerational households, or tailor products and services to meet the needs of families and individuals.
Household data can also inform public policies, community services, and marketing strategies. For example, knowing the proportion of households with seniors can guide the development of consumer products and packaging.
Do ask: How many people live in your household? (Select one):
- 1
- 2
- 3-4
- 5 or more
What is your household composition? (Select all that apply):
- Adults
- Children under 18
- Seniors
- Prefer not to answer
Including questions about household composition ensures your data captures the complexity of Canadian households while respecting respondent comfort and contributing to more meaningful insights.
6. Examples of Well-Formatted Age Questions
Asking about age can be done using ranges or open-ended formats, depending on your research needs. Grouping ages into ranges protects respondents’ privacy, reduces participant drop-out rates, and facilitates efficient data analysis. According to ESOMAR guidelines, this approach also aligns with ethical survey design practices. Where possible, offer grouped age options that reflect culturally or legally significant milestones, such as ages related to childhood, legal voting and drinking ages, or retirement. Thoughtfully constructed ranges demonstrate respect for respondents and enhance the overall quality of the data collected.
Do ask: What is your age group?
- Under 18
- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65 or older
Don’t ask: What is your exact age? (unless it is critical to your study)
7. Accessibility Features in Surveys
Inclusive survey design goes beyond asking the right questions; it ensures all respondents have equal access to fully participate. Features like screen-reader compatibility, adjustable font sizes, and clear, easy-to-understand language make surveys more accessible to individuals with disabilities or varying literacy levels.
Do:
- Provide instructions in plain, straightforward language for clarity.
- Ensure survey platforms are compatible with assistive technologies like screen readers and keyboard navigation.
Don’t:
- Use complex or ambiguous language that could confuse respondents.
- Use colour combinations with poor contrast, making text hard to read (e.g., light gray text on a white background).
- Rely solely on colour to convey information, as it excludes respondents with color blindness (e.g., using red/green without alternative indicators like symbols or labels).
- Use small, non-adjustable font sizes, which can be difficult for respondents with visual impairments.
According to Statistics Canada, as of 2022, approximately 27% of Canadians aged 15 and over have at least one disability, equating to about 8 million people, an increase from 22% in 2017. Similarly, around 27% of adults in the United States report having some form of disability (Pew Research Center, CDC). Disabilities encompass a range of challenges, including mobility, cognition, hearing, vision, and independent living difficulties. This significant demographic not only deserves equitable survey access but also represents a substantial market opportunity, as highlighted in our blog, ‘Success Through Inclusivity: The Impact of Accessible Design.‘ By prioritizing accessibility in survey design, you ensure participation from this diverse group, improving data quality and representation.
8. Thoughtful Employment Questions
Employment questions should reflect the complexity of modern work situations. For instance, some respondents may have multiple jobs, freelance, or be in transition. According to the 2023 State of Surveys research, surveys that provided more nuanced employment options (e.g., freelance, part-time, or multiple roles) saw a 12% increase in response rates compared to surveys with binary employment options like ‘Employed/Unemployed.’ This demonstrates the importance of reflecting diverse work situations in survey design.
Do ask: What is your current employment status? (Select all that apply):
- Employed full-time
- Employed part-time
- Self-employed
- Unemployed, seeking work
- Unemployed, not seeking work
- Student
- Retired
- Prefer not to answer
Don’t ask: Do you have a job? (Yes/No)
This phrasing acknowledges a range of employment scenarios, providing richer data. It also respects respondents who might not fit traditional employment categories.
9. Using Skip Logic to Personalize Surveys
Skip logic can create a seamless survey experience by tailoring questions based on previous responses. This not only respects respondents’ time but also ensures you collect only relevant data.
Do:
- If a respondent identifies as retired, skip employment-related questions.
- If a respondent selects “Prefer not to answer” for gender, avoid showing follow-up questions about gender identity.
Don’t ask: Forcing respondents to answer irrelevant questions, can lead to frustration or dropouts.
By using skip logic, you show that you value your respondents’ input and time, which can improve response rates.
10. Stay Informed About Evolving Terminology
Language evolves over time, often driven by the communities it describes. Keeping up-to-date ensures your survey is inclusive and respectful. For example, use terms like “Indigenous” instead of outdated terms like “Aboriginal.”
Do: Review your surveys regularly to ensure language reflects current understanding.
Don’t ask: Using outdated or insensitive terms, which may alienate respondents and skew results.
Crafting inclusive surveys requires thoughtfulness and respect for respondents. By asking the right questions and avoiding common pitfalls, you can create a survey experience that is both meaningful and respectful. At Canadian Viewpoint, we’re here to support you with tools and strategies to design surveys that reflect Canada’s diverse population while collecting actionable data.
Take the first step toward meaningful insights with inclusive research practices. Let’s chat about your next project.
