Sex & Gender: How to Make your Survey Less Flawed

Changes in definitions and measurements of sex and gender

Research shows how the words gender and sex have been “vague, conflated, and apparently synonymous.” Especially when they are measured in binary terms. For decades, the words have been used interchangeably with a conspicuous absence of non-binary categories. But today, with political support and conscious advocacy, people are more aware of the difference. Sex remains a biological concept, and gender, a social construct. This has paved way for non-binary categories in surveys as well. If questions on sexual orientation and gender identity are relevant to your market research surveys, let’s see how you can pull them off smoothly. As the LGBT flag waves proudly, a pitch for inclusivity and diversity makes your brand more human and less flawed.

Why should you ask for sexual orientation and gender identity?

Essentially, the lack of options is off-putting. A Stanford-research by Christina Dong suggested three reforms for social surveys:

• Must consistently distinguish between sex and gender
• Should rethink binary categories
• Needs to incorporate self-identified gender and acknowledge it can change over time.

Not all your surveys may be intended to measure social demographics of gender. But to create a positive experience when you ask users for gender data, ask yourself:

1. Why do we need this data, to begin with?
2. How will we protect, report, and use this data?
3. Is there a business rationale behind it?
4. Will we need to segment this data by category or cross-tabulation?
5. If we must ask about gender, how do we get the respondents to answer honestly and comfortably?

Many people drop out of surveys if they find questions irrelevant. This is true of all questions and especially so for sensitive demographic questions.Moreover, even if you do put it in your survey, make sure you’re free of logistics and sample size issues. Scale it to demographic characteristics from the census bureau so results are closer to those of the national population. But the question remains. How do you articulate SOGI questions in your survey while being supportive?

How to ask SOGI questions in your surveys

Rule #1: Do not give too many options

The LGBTQIA++ spectrum is nuanced, diverse, and too cumbersome to cover in one question. Along with binary options, a simple ‘Other’ and ‘Please specify’ will suffice unless you’re conducting gender-specific anthropological research. In which case, take a look at the 25 gender options in this government survey.

Rule #2: Do not just give two binary options

Some examples.

• A completely open-ended question that makes it easy for respondents to pick a category of their choice. This will need an open text analysis.

Example: To which gender to most identify with? ___________

• If your research needs this data in set categories, you can create an honest and respectful list of options for cross-tabulation.

Example: Male, Female, Trans-Male, Trans-Female, Non-conforming, Not-Listed (Please Specify), Prefer Not To Say.

Inclusivity and diversity

Just to be clear, you’re not going on offense for asking. So, if at all you need this data and plan to use it, don’t shy away from it and simply ask. Studies show that a significant segment of the American LGBT community reports a different gender identity to what was assigned to them at birth. Sexual orientation and gender identity (SOGI) questions need not be tough to ask if you kept your surveys anonymous. They are personal, yes. But not unattainable. Respondents are more likely to skip income-related questions than any other demographic questions. For Yes-Or-No questions or multiple choice questions, mention the non-binary variations. Besides, there’s enough research, support, and sympathy for a spectrum of gender identities in surveys today. If we are to re-evaluate the measurement of sex and gender in surveys, we must remember that in a hyper-gendered world of brothers and sisters, ladies and gentlemen, Jack and Jill, we cannot let our surveys skew our understanding. It would eliminate significant dimensions in sociology, history, and pretty much any honest study of humans. Moreover, a rigid binary perspective is going to do little help in making the world more human.

Interesting fact:  The rise of non-binary pronouns like “they/them” has entered everyday lingo, social media displays, and more open discussion across millennial and centennial communities.

Gender is messy, complicated, personal, and emotional. So are pronouns. Also, everybody’s relationship with them is different. It is as matter-of-fact as exchanging pleasantries when you meet someone for the first time. Now, the implications of this are something to care about. You’d rather not “Miss/Ma’am” somebody who identifies as someone else. And you couldn't build your business around distorted assumptions. A genuinely conscious and trans-inclusive survey makes allowance for self-expression with allyship and responsibility.‍