How to ask gender, sexual orientation and identity questions in a survey

Collecting data on sexual orientation and gender identity (SOGI) requires precision and respect. As this information is highly personal, the methodology used to ask these questions directly affects data quality and respondent trust.

Many teams still conflate sexual orientation and gender identity, or omit context, resulting in a loss of key insights. As attitudes towards sexual identity and identity-based language continue to evolve, it is important to develop surveys with the utmost care and consideration while also collecting accurate data. Asking SOGI questions with clarity, respect and a clear purpose enables you to collect better data and demonstrate that you are committed to getting it right. 

With clear context examples and integrated skip logic, you can confidently and responsibly launch surveys that collect the correct data.

Gender survey questions are becoming more inclusive as growing numbers of researchers move beyond two gender options to offer three or more ways for respondents to identify. In our 2023 State of Surveys report, we found that in the previous 10 years, over 80% of gender questions offered only two answer options. By 2020, around 55% of surveys included three or more options, and by 2022, this had increased to 64%. This shift reflects how rapidly attitudes towards gender identity are evolving and underlines the importance of ensuring SOGI questions keep pace.

The main takeaway is that identity-based language will continue to evolve, but keeping gender questions up to date is manageable when you design for flexibility. Offer multiple gender options, allow respondents to self-describe and provide a clear context for why you are collecting this data.

Related reading: Why you need to get gender equality survey questions right

Asking gender demographic questions in a survey requires a clear, considered strategy. A survey gender question collects sensitive, personal data, and research shows that poorly designed gender questions can alienate respondents and lead to inaccurate results.

Before adding gender questions to your survey, use this seven-point readiness check. The framework draws on survey methodology and diversity, equity and inclusion (DEI) best practices to help you design questions that are respectful, inclusive and able to deliver precise, actionable data.

Write down the exact decision your team will make with this data. Will it inform recruitment outreach, improve patient navigation or be used for programme evaluation? If you can’t name a decision, don’t add a SOGI question (see point 7). This maintains clarity and purpose and prevents speculative data collection.

Know who will respond and how. Government testing plans highlight challenges when one household member answers for another (proxy reporting). When young people are involved, avoid proxies where inappropriate and use age-based gating for SOGI items with a clear context. The US Census Bureau’s testing includes work on proxy response and young people, so build your protocol to minimise proxy error.

Be clear with respondents about what you’re asking, why it matters, how their answers will be stored and who will have access to them. Government best-practice guidance recommends brief, plain-language explanations with an option to skip or select “prefer not to answer”. (Sample wording is provided later in this article.)

Teams often assume SOGI items are too sensitive. Evidence from government statistical surveys shows that item non-response is typically low for SOGI compared to other sensitive topics. This is good news for data quality and a useful message for internal stakeholders.

If your survey includes very small subgroups, examine your results carefully. Combine small categories or hide counts when necessary so that no one can be identified. Government research guidance highlights the risk of re-identification and recommends setting clear suppression rules before conducting your survey.

Review your survey plans with Legal, Communications and your diversity, equity and inclusion (DEI) partners. Give staff short, plain-language scripts and clear steps for handling queries. The Multi-Regional Clinical Trials Centre (MRCT) offers a SOGI checklist that’s a practical model for research and clinical teams.

Collect only what you can use to make better decisions or improve services. If you’re not ready to analyse, hold the item for a later phase. (You’ll find an at-a-glance decision tree below.)

Once you’ve worked through the readiness checklist, you’re ready to build your survey. These best practices show how to write, structure and deliver inclusive SOGI questions that build trust and generate reliable data. Each one includes sample wording you can copy directly into your project.

Language evolves rapidly, and your survey language should keep pace. Terms such as non-binary and transgender are widely recognised and appear in most current government and research surveys. Avoid outdated labels such as “other”, which can feel exclusionary. Instead, write questions that reflect modern inclusive language and allow respondents to self-identify authentically.

Example question:

Which of the following best represents your gender identity?

These survey gender options use current, respectful terminology and keep response options flexible for an inclusive survey experience.

Not everyone fits neatly into the predefined categories of survey gender options. A “prefer to self-describe” option shows people their identities are valid, even if the available labels do not fit. It also provides valuable qualitative input for refining future surveys.

Example question:

What is your sexual orientation?

Respondents can express their identity in their own words, which increases comfort and data completeness.

These are distinct concepts and should never appear within the same item. Combining them, for example, by asking “Do you identify as lesbian, gay, bisexual or transgender?”, forces individuals to choose a single label that may not represent them accurately. Asking separately improves data accuracy and the respondent experience.

Example (better approach):

What is your sexual orientation?

Do you consider yourself to be transgender?

Separate items allow respondents to represent both their gender identity and sexual orientation accurately, producing clearer insights.

Inclusive design don’t end with wording. Features such as skip logic or display logic keep questions relevant to each respondent and prevent unnecessary discomfort. For example, if someone identifies as non-binary, they should not be routed to questions that only reference male or female categories.

Example setup:

If a respondent selects “Non-binary”, skip any male/female-specific questions and proceed to the next relevant section.

Tailoring the flow respects each respondent’s identity, reduces survey fatigue and increases completion rates.

In government surveys, people usually respond to sexual orientation and gender identity questions. Non-response rates are lower than for questions about income or earnings. Research and government statistical guidance confirm that clarity, optionality and clear purpose make these items effective. Use this insight to set expectations with your leaders and reviewers, and carry this message into your plan: ask confidently and explain why.

Potentially identifiable information could impact your results and the respondent experience. Help your respondents feel confident that their answers will not be used to identify them by clearly stating your requirements. Use anonymous collectors, restrict access to raw data and suppress very small subgroups.

If the survey is anonymous, stating this in your introduction can go a long way towards putting respondents’ minds at ease. It is equally important to be transparent about how all SOGI data will be stored and who will have access to the results. US government bestpractice recommendations and the Evidence Agenda on LGBTQI+ Equity both emphasise plain language, transparency and optionality to minimise any burden or concerns.

Use a brief, plain-language introduction before any gender, sexual orientation or identity questions. Clearly state why you’re asking these questions, how the data will be used and that responses are optional.

“The following questions help us understand results across groups. Responses are optional and kept confidential. We never sell personal data, and only combined, de-identified results are shared.”

“These optional questions help us assess equity across programmes and benefits. Results are reported in aggregate only.”

“We ask these optional questions to support respectful, appropriate care. Share only what you’re comfortable sharing.”

(If your survey involves minors, ask age first and hide SOGI items or route to guardian consent based on policy.)

Pair these statements with your anonymity settings and data access notes so respondents know exactly how their privacy is protected.

Even if you have plans for the data, it’s important to consider whether SOGI questions are required for a valid reason. If there’s no clear use case for this data that will inform decisions, it may be best to omit SOGI altogether. 

Legal or regulatory constraints may apply to your specific study, and some subgroups are so small that the risk of re-identification is high, meaning you can’t safely aggregate this sensitive demographic information. If these issues are evident, be sure that you’re approaching your data collection with the goal of least harm.

For further training and policy guidance, the Human Rights Campaign tip sheet is a helpful introduction, and the Office for National Statistics (ONS) provides guidance for asking questions on gender identity and sexual orientation.

When you ask questions about sexual orientation and gender identity respectfully, separate the concepts, explain your reasons, and protect respondents with robust privacy measures, the result is better data and better decisions. With these tips for survey questions on sexual orientation and gender identity, you’ll be able to collect the data you need while respecting your respondents’ privacy and identities.

Ready to put this into practice? Get started for free with SurveyMonkey, browse our question bank for demographic items and read our help guide on anonymous surveys to set up your collectors correctly.