Inclusivity matters in 2021. And data matters, too, especially in planning your business strategy. We all know that conducting surveys for your company allows you direct access to your customers’ opinions. This can be used to improve their overall customer experience. Take the time to compose conscientious demographic survey questions to identify respondents’ race, gender, education level, marital status, and more. It makes a big difference.
An inclusivity-minded survey will lead you to more accurate and actionable results. Open-ended questions will provide you with more straightforward feedback and insights. They don’t shoehorn respondents into a limited multiple choice selection where they do not feel represented.
In today’s world, a more inclusive survey is also the right thing to do. Remember that the social optics of “doing the right thing” can also have an impact on your bottom line. According to Microsoft Advertising, 63% of people say that brands that represent diversity are more authentic.
How to develop inclusive demographic survey questions
Here are 5 tips to help you create an inclusive survey:
1. Is the information really necessary?
Think about the most direct way to phrase your questions. Don’t make assumptions about the person taking the survey.
2. Include a fill-in box in your response options
Allow respondents to self-identify shows that you are not making assumptions. The limited options you have room to provide are capable of representing everyone.
3. Transparency is key
Clearly state upfront how you plan to use the information shared. This respects the sensitivity of the information that respondents are sharing with you.
4. Let them skip a question
Include an option to skip over a question. A question may make a person uncomfortable. This will help improve the completion rate of your survey.
5. Avoid a laundry list of answers
Don’t offer too many options in a multiple-choice question. This can cause confusion and appear inauthentic. Also, don’t use terms that appear condescending or out of touch.
You can find 5 additional tips from Chattermill to help you write more inclusive demographic survey questions below.
This infographic was created by Chattermill.