We invest hundreds of hours each year researching the latest demographic and internet usage trends. We use this information to set accurate quotas, something which allows us to create samples that are representative of the online populations of the markets we survey (you can find out more about this here). On top of our thorough approach to setting quotas, we take numerous steps and have a number of plans in place to ensure our sample is as representative and inclusive as it can be:
Racial identity, ethnicity and nationality
At present, we ask about racial identity, ethnicity or nationality in Australia, Canada, Israel, Saudi Arabia, Malaysia, New Zealand, Singapore, South Africa, UAE, UK, and USA. Additionally:
- In the UAE, we set quotas on nationality to ensure a balance between Emiratis and other nationals.
- In the USA, we set quotas and apply weights on both race and ethnicity.
- In Saudi Arabia, we’ve developed a specific weighting framework in which we apply interlocking weights on age, gender and nationality quotas to ensure accurate representation of Saudi Nationals, Arab Expats and Non-Arab Expats (for more information please contact your account manager).
We plan to being asking about racial identity and ethnicity in more markets in the near future, although in some places this won’t be possible due to legal restrictions. For instance, in France, there are restrictions around classifying people by ethnicity or asking about race.
In those places where we do currently ask about ethnicity or racial identity, the questions are voluntary and only appear after a respondent has given explicit consent to be asked about the topic.
Sexuality and gender identity
We don’t set quotas based on sexuality or gender identity in any markets due to a lack of robust third party measurement data.
Nonetheless, since 2015, we’ve asked about sexual orientation in a number of markets: Australia, Austria, Belgium, Canada, Denmark, France, Germany, Ireland, Italy, Netherlands, New Zealand, Portugal, Spain, Sweden, Switzerland, UK and USA.
It’s our ambition to ask about sexual orientation in more markets, but in some places this won’t be possible for legal or cultural reasons.
In those places where we do ask about sexual orientation, the question is voluntary and we ensure we collect explicit consent prior to the question appearing. This is to ensure compliance with regulations, but also because it can be a sensitive topic for some. We strive to have representation across all groups, whilst ensuring that respondents have a “prefer not to say” option.
In more linguistically diverse markets, we field our surveys in multiple languages. This makes our surveys more accessible to respondents who may not speak the dominant language in a given country, thereby improving our ability to include people from a diverse range of backgrounds in our sample. More information on the languages available in each market for GWI Core can be found here.
We place a strong emphasis on doing mobile-friendly research, with the questionnaires for GWI USA and most of our GWI Core add-ons and extensions being entirely mobile friendly. Meanwhile, for GWI Core itself, we run a mobile version of the survey in parallel to the main survey. This helps ensure our research is open to a diverse range of respondents, including those who don't own a computer. This is particularly important in emerging markets, where those on lower incomes are more likely to be mobile-first or mobile-only.
We recruit respondents via panel providers - organizations that recruit and manage large panels of respondents. We ensure that the panels we work with are able to meet our quotas, and move away from those which aren’t. We also talk openly with our panel partners about their D&I practices and recruitment, and seek to prioritise those panels which place appropriate emphasis and make the most progress in this regard. You can find out more about our panel partners here.
Here are some of the key milestones from our diversity and inclusion roadmap for GWI Core.
Racial identity, ethnicity and nationality
- Q1 2022 - review legality of asking about racial identity, ethnicity and nationality in 10 GWI Core markets
- Q2 2022 - review legality of asking about racial identity, ethnicity and nationality in a further 20 GWI Core markets
- Q3 2022 - review legality of asking about racial identity, ethnicity and nationality in remaining Core markets
- Q4 2022 - design and implement questions on either racial identity, ethnicity or nationality for all suitable GWI Core markets
- Q1 2022 - review all GWI Core markets and identify where it would be legally and culturally appropriate to ask about sexual orientation
- Q2 2022 - design and implement questions on sexual orientation for all suitable GWI Core markets
- Q1-Q4 2022 - review all GWI Core markets and identify where it would be appropriate to ask about gender identities other than male and female, whilst reviewing best practice on how to effectively quota and collect data on these identities
- Q1 2023 - design and implement new gender identity questions for all suitable GWI Core markets