Including demographic data in a survey will make it possible to drill down and analyze segments or sub-groups of one or more business units to see results specific to a particular demographic grouping e.g. males versus females. Demographic categories should, however, be chosen with care and for a specific purpose – it doesn’t make much sense to include demographic questions regarding gender if it is an all-female business unit or team. Also bear in mind that asking a lot of demographic questions as part of a survey could be viewed as an invasion of privacy and confidentially, particularly in smaller groups, so keep them to the minimum.

Deciding on demographic categories & attributes

An example of the demographic categories and attributes used in the Flow@Work survey are shown in the table below.  

Category Attribute #1 Attribute #2 Attribute #3 Attribute #4 Attribute #5
Age Group <21 years 21 - 25 years 26 - 35 years 36 - 50 years >50 years
Tenure <1 year 1 - 2 years 3 - 5 years 6 - 10 years >10 years
Term  <1 month 1 - 6 months 7 - 12 months 1 - 3 years >3 years
Level Operational Supervisor Junior Mngmt Senior Mngmt Executive
Qualifications < A-level A-level Diploma Degree Postgrad
Gender Male Female No response    


Some guidelines to consider when deciding on the number and range of demographic categories and attributes:

  • When surveying a small population, reduce the number of attributes per demographic category;
  • Only include demographic categories that add value and that will be used; leave out the unnecessary categories;
  • Make sure that a demographic category’s attribute ranges don’t overlap, particularly when it comes to numbers such as Age or Tenure at Organization;
  • If demographic questions are going to be included in a survey, include them right at the end of the survey – demographic questions are generally viewed as invasive and could discourage respondents from completing the survey if asked at the beginning;
  • If possible, don’t include any demographic questions in a survey at all, and instead go for the targeted survey option (see the next section) where the employees’ demographic attributes are captured and imported into the survey system.

Dealing with demographics in the analytics dashboard

The analytics dashboard will structure the survey results according to the demographic categories as defined by means of the Demographics function of the Manage Participants module (see image below).

3 concept demograp define2

The analytics dashboard will associate a survey respondent’s demographic attributes (age, gender etc.) to the respondent’s survey responses as captured or defined in Manage PARTICIPANTS, or in the case of off-system employees or a public survey, as captured as part of the respondent’s survey responses.

The Demographic filter dialogue (see below) will display the demographic categories exactly as captured in Manage PARTICIPANTS, and will allow you to filter the survey results according to any arbitrary selection of demographic attributes - see Filtering Survey Responses for more on how to set a demographic filter. 

3 concept demograp filter

Updating demographic data as part of a survey

Demographic data (e.g. Gender, Age group) can be updated during an employee survey by including demographic questions (e.g. What is your age group?) in the survey questionnaire:

  • Public surveys include demographic questions in a public survey questionnaire as a practical and convenient way to collect demographic data from the survey respondents
  • Targeted surveys – include demographic survey questions in a targeted survey questionnaire as a means to collect additional demographic data to complement existing pre-populated demographic data, e.g. to collect information about the respondents' home language or some other demographic category that was not included in the original employee list when imported.

See the Demographics page section of Survey Questionnaires for more on how to include demographic survey questions in a survey questionnaire. Tip: activate the Only include demographic questions in public surveys option to restrict demographic survey questions to public surveys only and to exclude them from targeted surveys (see Survey Settings for more).

For more information, click on a sub-menu item at the top of the page⇑ or in the right margin