How to Create a Demographic

The Demographics feature allows you to define custom demographic data points to collect from respondents. Creating a custom demographic is useful for gathering information that is specific to your research needs and is not available in the default list.

This article will guide you through the process of creating a new demographic from scratch.

Only Managers, Administrators, and Team Owners may manage demographics.

First, go to the Team page in the navigation menu.

Next, select the Demographics tab to view existing demographic options.

The “Team” page and the “Demographics” tab.

In the Demographics tab, click the + New Demographic button in the upper right corner of the page.

The “+ New Demographic” button.

This will open up the Create New Demographic form.

The “Create New Demographic” form.

In the Create New Demographic form, follow these steps to configure your new demographic data point:

Enter the Demographic Name:

In the Name field, provide an internal name for the demographic (e.g., "Device Type")

This name is only visible to team members and helps identify the demographic within your account.

The “Name” field in the “Create New Demographic” form.

Specify the Question Text:

In the Question field, enter the exact question the respondent will see (e.g., "What is your primary smartphone device?")

Make sure the question is clear and concise, as it will be displayed directly to respondents.

The “Question” field in the “Create New Demographic” form.

Add Options for Respondents:

Under Options, provide a list of answers the respondents can select from (e.g., "iPhone (iOS)", "Android", etc.)
You can add as many options as needed by selecting + Add Option

The default option, "Prefer not to say", is included for privacy and should not be removed unless inappropriate for your use case.

The “Options” section and the “+ Add Option” button in the “Create New Demographic” form.

Edit the Options:

To edit an option, click on it and make the desired changes
To remove an option, click on the trash icon next to it
To reorder the options, hover your cursor over the drag handle (the six dots icon) next to an option. The pointer will change to a grip icon, allowing you to drag the option to a new position in the list.

The “grip” icon and the “trash” icon.

Complete and Save:

Review your demographic name, question, and available options for accuracy
When finished, click the Save button at the bottom of the form to create the demographic

The “Save” button in the “Create New Demographic” form.

Your new demographic will now be available for use within your team's guide and data collection workflows.

You can also quickly create a new demographic based on an existing one by duplicating it. For step-by-step instructions, see How to Duplicate a Demographic.