Quick answer
Demographic survey questions describe who your respondents are. Ask them as single-answer questions with non-overlapping ranges: age (18–24, 25–34, 35–44, 45–54, 55–64, 65+), household income before taxes in brackets (e.g. $25,000 to $49,999), and the highest level of education completed. Always add “Prefer not to say”, keep them optional, and place them at the end unless you use them to screen respondents.
What are demographic survey questions?
Demographic questions collect facts about the people answering your survey: age, gender, income, education, employment status, race and ethnicity, household size and location, and in B2B research, job role and company size. On their own they aren’t the point of the survey. Their value is in segmentation: they let you see whether satisfaction differs by age group, whether purchase intent rises with income, or whether your sample looks like the population you want to describe.
Almost all demographic questions are closed-ended, usually single-answer multiple choice questions or dropdowns with ranges. Fixed options make answers consistent and easy to compare, and ranges feel less intrusive than exact numbers.
Age questions: formats and age survey options
The questionnaire age question has three common formats. Ranges are the default for most surveys:
- No overlaps: “18–25” and “25–34” both contain 25. Use 18–24 and 25–34.
- Open ends at both sides: start with “Under 18” (or your minimum) and finish with “65 or older”, so everyone fits.
- Minors: if under-18s may answer, check the consent rules that apply to you. In the US, COPPA covers online data from children under 13.
Income range survey question
Income is one of the most skipped questions in any survey, so precision in the wording matters. Define whose income (personal or household), which period (last year, per year) and before or after tax. A standard version:
“What was your total household income before taxes last year?”
- Less than $25,000
- $25,000 to $49,999
- $50,000 to $74,999
- $75,000 to $99,999
- $100,000 to $149,999
- $150,000 to $199,999
- $200,000 or more
- Prefer not to say
Use equal-width brackets at the lower end and wider ones at the top, where fewer people fall. Convert the brackets to local currency and typical income levels if you survey outside the US. Keep “Prefer not to say” as the last option and the question optional; a forced income question is a common reason for drop-off.
Educational level survey question
Ask about the highest level completed, not the current one, so every respondent fits exactly one option:
“What is the highest level of education you have completed?”
- Less than a high school diploma
- High school diploma or equivalent (e.g. GED)
- Some college, no degree
- Associate degree
- Bachelor’s degree
- Master’s degree
- Professional degree (e.g. JD, MD)
- Doctorate (e.g. PhD, EdD)
- Prefer not to say
These levels follow the US education system. For international surveys, use your country’s levels or map them to the UNESCO International Standard Classification of Education (ISCED). If current students matter to your research, add a separate question: “Are you currently enrolled in school or college?” (Yes / No).
Gender, race and ethnicity, employment and other demographics
Use only the questions you will actually analyze. Each extra personal question costs some respondents.
Gender
What is your gender?
Woman · Man · Non-binary · Prefer to self-describe: ____ · Prefer not to say
Ask only if you will use it. Include self-describe and opt-out options, and keep it optional.
Race and ethnicity
Which of the following best describe you? (Select all that apply)
American Indian or Alaska Native · Asian · Black or African American · Hispanic or Latino · Middle Eastern or North African · Native Hawaiian or Pacific Islander · White · Prefer to self-describe: ____ · Prefer not to say
These are the minimum categories in the US federal standard (OMB SPD 15, revised 2024), asked as one combined question. Outside the US, use categories that fit your country.
Employment status
Which of these best describes your current employment status?
Employed full-time · Employed part-time · Self-employed · Unemployed and looking for work · Student · Retired · Unable to work · Other
If people can be in two groups (e.g. student and part-time), make it select all that apply.
Marital status
What is your marital status?
Single, never married · Married or in a domestic partnership · Divorced · Separated · Widowed · Prefer not to say
Only useful for specific research (e.g. household products, financial services).
Household size
Including yourself, how many people live in your household?
1 · 2 · 3 · 4 · 5 or more
Pair with household income to understand spending power.
Location
Which country do you live in? / What is your ZIP code?
Dropdown of countries · or a short text field
A dropdown keeps country names clean. Ask for ZIP or postcode only if you’ll map results.
Job role (B2B)
Which of these best describes your role?
Individual contributor · Manager · Director · Vice president · C-level or owner · Student · Other
In B2B research this matters more than age or income.
Company size (B2B)
How many people work at your organization?
1 · 2–10 · 11–50 · 51–200 · 201–1,000 · More than 1,000
Non-overlapping ranges that start at 1 for solo founders and freelancers.
Sample demographic questionnaire
A seven-question demographic block you can add to the end of a consumer survey. All questions are optional and include an opt-out where it matters.
