Collecting Sensitive Demographic Data

Summary: Demographic questions related to age, race, gender and income can be sensitive topics for research participants and need to be carefully framed by UX researchers.

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Collecting Sensitive Demographic Data

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Why and How to Use Demographics in UX

Well-designed questions related to age, gender, race, income and other demographic characteristics help UX researchers screen participants, recruit a diverse participant pool, and segment data. These questions are sensitive and should put research participants at ease.

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Samhita Tankala worked as a User Experience Specialist with Nielsen Norman Group. Some of her research focused on cognitive psychology and the learning sciences.

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