Ethnicity survey question: Examples and tips for writing

Asking an ethnicity survey question provides you with valuable demographic data about respondents, which can be used for more thorough research or developing future business strategies. However, writing race and ethnicity questions for a survey can be quite tricky.

Firstly, this topic is rather sensitive, so you need to make sure you don’t offend respondents. Secondly, you need to know which answer options should be offered in order to gather accurate data.

And even though writing them is complicated, avoiding race and ethnicity survey questions is not an option. The information you collect through them is essential for every type of research—you just have to learn how to create them successfully.

This article will cover the best practices for making a survey question about race and ethnicity, including the best way to ask about ethnicity in a survey and ethnicity options for a survey that should be included in your next questionnaire.

What is an ethnicity survey question?

Gathering demographic data about respondents is crucial for successful survey research. Survey questions about race, ethnicity, and nationality are important demographic questions that provide insight about your target audience.

Race and ethnicity survey questions provide information about respondents’ ancestral background, traditions, customs, beliefs, language, and religion, among other things. Including an ethnicity question in your questionnaire is essential for understanding your target audience and what might be causing a certain phenomenon.

Like other demographic survey questions, an ethnicity question gives you the option to cross-tabulate results and compare answers across different categories to see if ethnicity or racial background plays a role in respondents’ preferences, choices, and opinions. It can also help to better profile your target audience and improve business decisions.

When should an ethnicity survey question be used in a questionnaire?

Asking an ethnicity question plays an important role in many research fields. When conducting market research, it can help you profile your target audience and better understand their opinions, values, preferences, and choices.

For example, including this question in product research surveys helps determine if customers’ racial and ethnic background is influencing their consumer choices.

Gathering demographic data through an ethnicity survey is crucial for understanding customer and employee experience and creating an inclusive culture. It is also valuable in social science research and other research fields.

Here’s a list of survey research examples where you can benefit from including race and ethnicity questions:

Ethnicity vs. race

When writing ethnicity questions, it is crucial to fully understand what ethnicity is—and how it differs from race. Otherwise, you risk offending or confusing respondents and lowering the survey’s completion rates, not to mention gathering false information because adequate answers were not provided.

The biggest difference between ethnicity and race is that ethnicity can be changed, while race cannot.

Race refers to biological heritage, which is the same no matter where someone is born or brought up. Different races differ based on biological features such as facial features and hair, eye, and skin color.

Ethnicity refers to the learned and accepted customs, traditions, behaviors, and beliefs of a particular culture. It can be changed because certain beliefs and customs can be rejected or migration can alter traditions and beliefs.

For example, you can tell a Caucasian person just by their physical traits, but this doesn’t tell you anything about their ethnic background. They can be from the US, Russia, Canada, or France, just as an Asian person may be from China, Japan, or Korea.

List of ethnicities for survey questions

When you’ve decided to include an ethnicity question in a survey template, make sure the correct ethnicity survey options are offered.

Just as people learn to distinguish ethnicity from race, surveys should do the same. It is best to ask race and ethnicity questions separately.

According to the US Census Bureau, these categories are answer options when asking about race:

  • White or Caucasian
  • Asian
  • Black or African American
  • American Indian or Alaska Native
  • Native Hawaiian or Other Pacific Islander
  • Multiracial

Each of these answers should be followed by categories of ethnic groups that apply to the particular race so that you can get more in-depth information about the origins of respondents.

For example, when researching Hispanic, Latino, or Spanish origin, this is the list of ethnicities for a survey to include: Mexican or Mexican American, Puerto Rican, Chicano, Cuban, Colombian, Salvadoran, Dominican, etc.

Tips for writing ethnicity survey questions

Crafting effective ethnicity questions in surveys requires sensitivity, clarity, and purpose. Whether you’re conducting academic research, collecting HR data, or designing a government form, the way you frame the question can directly impact response rates and data quality. Below are three essential tips to guide your writing process.

Align with your survey purpose

Before writing the question, clearly define why you need ethnicity data. Are you trying to measure diversity in your workplace? Analyze patterns in service usage across ethnic groups? Or comply with reporting requirements?

Your survey goal should inform both the phrasing and the response options. For instance:

  • If the goal is broad demographic insight, a simplified list of major ethnic categories may suffice.
  • If you’re aiming for in-depth analysis or policy design, include granular or open-ended options to capture complex identities.

Aligning your question with the purpose ensures that you’re not collecting unnecessary data and helps build trust with respondents.

Ethnicity classifications vary significantly across countries and regions. What’s considered standard in the U.S. (e.g., “Hispanic or Latino”) might not apply in the U.K., Canada, or other regions. To maintain consistency and comparability:

  • Reference official census or governmental classifications where applicable.
  • If you’re operating internationally, consider localizing the question based on where the survey is distributed.
  • Be aware of legal obligations — for example, in the EU, collecting sensitive personal data may require explicit consent and a valid justification.

Following regional standards ensures compliance and helps you avoid confusion or offense caused by culturally irrelevant terminology.

Provide a “Prefer not to say” option

Not every respondent will feel comfortable disclosing their ethnicity — and that’s okay. Including an option such as “Prefer not to say” respects privacy and signals that participation is voluntary.

This choice can:

  • Reduce survey abandonment by avoiding forced disclosure.
  • Increase trust in your brand or institution.
  • Improve overall data quality by avoiding inaccurate or random responses from hesitant users.

Respecting boundaries is especially important when dealing with sensitive identity topics. A non-intrusive option shows thoughtfulness and ethical awareness.

How to ask about ethnicity in a survey: Best practices

The best way to ask about ethnicity in a survey is to be transparent about the data being gathered and as inclusive as possible to ensure no respondents feel left out. When writing this type of question, make sure to:

  • Explain why the information is needed and how it will be used.
  • Give respondents the option to skip a question.
  • Use checkboxes to allow for the selection of multiple answers.
  • Add open-ended questions where race or ethnicity can be specified by respondents.

Following these practices will help increase your survey completion rate, allow respondents to feel safe about providing information, and enable the gathering of more accurate data.

Race and ethnicity survey question example

Some think it best to ask about race and ethnic groups separately, while others go for a combined approach. Also, adding a Hispanic origin question to your race/ethnicity survey question is highly important in the US.

With our survey software, especially its question branching feature, you can choose which survey ethnicity categories to provide based on the respondent’s answer to the question about race.

When it comes to the wording of questions, it has recently become common to avoid the terms race and ethnicity altogether and make questions as neutral as possible.

Keeping all of this in mind, here is an example of how a comprehensive ethnicity question should look:

Which category best describes you? Please select all that apply.

  • White or Caucasian (followed by categories such as English, Irish, German, Italian, etc.)
  • Asian (followed by categories such as Chinese, Korean, Asian Indian, Filipino, etc.)
  • Black or African American (followed by categories such as African American, Black British, Nigerian, Ethiopian, Jamaican, etc.)
  • Hispanic, Latino, or Spanish origin (followed by categories such as Mexican or Mexican American, Colombian, Puerto Rican, Cuban, etc.)
  • American Indian or Alaska Native (followed by categories such as Mayan, Aztec, Blackfeet tribe, Navajo nation, etc.)
  • Native Hawaiian or Other Pacific Islander (followed by categories such as Native Hawaiian, Tongan, Fijian, Samoan, etc.)
  • Another racial-ethnic group not listed (please specify)

Make sure to allow respondents the option of checking more than one answer.

Alternative phrasings that work

While the list of ethnicities you offer in a survey is important, the way you phrase the question can significantly influence how respondents interpret it — and whether they feel represented. Different phrasings can subtly signal tone, inclusivity, formality, and even intent.

Below are several common (and effective) alternative phrasings along with notes on when each might be most appropriate.

1. What racial or ethnic group(s) describe you?

Best for: Inclusive surveys where multiple responses are allowed.

This version is neutral and inclusive, and it explicitly encourages respondents to think in terms of group identity. The use of “group(s)” and the plural form naturally suggests that people can select more than one identity — which is especially important for individuals from multiracial or multiethnic backgrounds.

Tip: Use with checkboxes and an open-ended field like “Other (please specify).”

2. What race/ethnicity best describes you?

Best for: General-purpose surveys, HR, or academic research.

This phrasing is clear, slightly more formal, and works well in standardized survey formats. It’s commonly used in HR onboarding forms or census-style data collection. It invites the respondent to choose the most fitting label but doesn’t explicitly mention multi-select, so you should clarify that separately if applicable.

Variation: You can add a note underneath: “Select all that apply.”

3. What do you consider yourself to be?

Best for: Informal, open-ended, or identity-first surveys.

This version is more conversational and respondent-centered. It places the emphasis on self-identification, which can be empowering and culturally sensitive. It’s especially suitable in qualitative research or diversity and inclusion projects where you want to allow respondents to define themselves in their own words.

Tip: Use this question with an open-text field rather than multiple-choice options.

4. Ethnicity: [Insert what best describes your identity]

Best for: Demographic forms, intake surveys, or registration pages.

This short prompt works well when paired with other personal details (e.g., gender, age, nationality). It’s a more compact and form-friendly option, often used on registration pages or application forms where space is limited. It’s also useful for global audiences where predefined categories may not apply.

Tip: Provide a blank line or dropdown menu, and include a tooltip or help icon with definitions if needed.

Advantages of race and ethnicity questions

Gathering information about ethnicity through surveys can be a powerful tool — not just for understanding who your customers or employees are, but for making smarter business decisions and creating a more inclusive environment. When designed and used appropriately, ethnicity questions provide insight that helps companies adapt, grow, and lead with awareness.

1. Plan smarter marketing and tailored pricing

Ethnic background can often point to broader patterns in consumer behavior, geography, or purchasing power — all of which are useful for segmentation. With detailed demographic data, you can pinpoint which groups are most engaged with your brand and adjust your offerings accordingly.

For example:

  • Retailers in economically diverse areas often adjust inventory and price points to fit the local market.
  • High-end brands position their stores and pricing strategies based on who they aim to serve — luxury buyers vs. cost-conscious shoppers.

By analyzing ethnicity data alongside geographic and economic insights, businesses can fine-tune their pricing and promotional strategies to reflect real-world demand rather than assumptions.

2. Avoid assumptions — let the data speak

Collecting ethnicity data helps organizations avoid making broad generalizations about who their audience is. Without it, companies risk narrowing their messaging or overlooking potential customers.

For instance, an outdoor brand that assumes its customers come from only one background may miss out on marketing to a more diverse audience. By letting real data guide decision-making, brands can uncover untapped segments and expand their reach.

This approach leads to smarter targeting and often more inclusive, relatable campaigns.

3. Promote real equity and inclusion at work

Ethnicity survey questions are especially valuable within internal HR or workplace climate surveys. When employees self-identify their background, leadership gains clearer insight into:

  • Representation across departments and levels
  • Equity in promotions and leadership opportunities
  • Gaps in support or belonging for specific groups

With this knowledge, organizations can take meaningful steps to improve diversity and inclusion. One proven method is the development of Employee Resource Groups (ERGs) that provide community, support, and visibility to underrepresented voices. For example:

  • Women in Tech groups
  • Cultural heritage networks
  • LGBTQ+ employee collectives
  • Intersectional initiatives based on race and gender

These groups create a more welcoming, collaborative culture and help build trust between employees and leadership.

4. Identify and address inequities proactively

When analyzed correctly, ethnicity data can highlight disparities — from unequal hiring practices to pay gaps or a lack of upward mobility for certain groups.

For example, if survey responses reveal that a specific ethnic group is consistently passed over for promotions or overrepresented in entry-level roles, leadership can dig deeper and respond. Whether through mentorship programs, unbiased hiring initiatives, or targeted leadership development, these insights make it easier to take action and measure progress.

In return, employees feel seen, respected, and motivated, leading to:

  • Lower turnover
  • Increased productivity
  • Higher workplace morale

Disadvantages of asking race and ethnicity questions in surveys

While collecting race and ethnicity data can offer valuable insights, it also carries challenges that, if not carefully considered, can negatively impact the integrity of your research or the trust of your respondents. Below are key disadvantages to keep in mind when including race and ethnicity questions in your surveys.

1. Risk of alienating respondents

Race and ethnicity are sensitive topics. If the question is poorly worded, lacks context, or feels irrelevant to the survey’s purpose, respondents may feel uncomfortable, judged, or even targeted. This discomfort can lead to:

  • Higher survey abandonment rates
  • Skewed or incomplete data
  • Distrust in your brand or organization

To minimize this, always clarify why you’re collecting the data and how it will be used.

2. Possibility of oversimplification

Predefined race and ethnicity categories can sometimes oversimplify complex identities. For example, the label “Asian” groups together individuals from vastly different cultural, geographic, and linguistic backgrounds — from India to Japan to the Philippines. This lack of nuance can result in:

  • Inaccurate or misleading analysis
  • Overgeneralization of findings
  • Exclusion of less represented identities

Offering open-text fields or multi-select options helps capture more accurate and inclusive responses.

In some regions, particularly under regulations like GDPR (Europe) or LGPD (Brazil), collecting race and ethnicity data is considered sensitive personal information. This means you may need:

  • Explicit consent from the respondent
  • A clear and lawful justification for collecting the data
  • Robust data protection measures

Failure to comply can lead to legal penalties or damage to your reputation.

4. Risk of misuse or misinterpretation

Without proper safeguards, race and ethnicity data can be misused — intentionally or unintentionally. There’s a risk it could be used to:

  • Justify biased decision-making
  • Reinforce stereotypes
  • Create exclusion rather than inclusion

For example, if certain ethnic groups are consistently filtered out in hiring processes based on biased interpretations of the data, it can lead to discriminatory practices.

5. Cultural context can vary widely

Ethnicity categories are not universal. What’s considered a standard classification in one country may be confusing or inappropriate in another. For instance:

  • “Hispanic” is widely used in the U.S., but may not resonate in other regions.
  • The concept of “race” is interpreted differently in Europe, Asia, or Africa.

Using one-size-fits-all categories may make your survey feel out of touch, especially in global or multicultural contexts.

Race and ethnicity questions can be incredibly valuable — but only if approached with care, transparency, and cultural sensitivity. Done right, these questions can foster inclusion and data-driven insight. Done poorly, they can alienate your audience and introduce risk. The balance lies in intentional design and ethical use.

With our survey software, you can make thousands of questionnaires that will help gather valuable data, improve customer experience, and grow your business!

Explore SurveyPlanet’s pricing plans and choose the one that best suits your needs. Sign up to get access to hundreds of survey templates and numerous additional features!

Photo by Md Salman on Unsplash