When determining United States respondents' Race demographics, aytm asks two separate questions to align as closely as possible with US Census definitions.
Hispanic Origin Ethnicity Question
The binary Hispanic origin question (USH question) can be referenced independently of the multiselect race question. The race rules assign everyone who selects "yes" to the Hispanic origin question the value "hispanic".
Multiselect Race Question
After responding to the USH question, US respondents are also asked to identify their race.
Referencing Hispanic Origin Through Logic
This reference logic is available when designing/programming a survey in the editor, and when programming Virtual Questions on the Results page.
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Variable name:
hispanic -
Possible values:
"yes","no" -
Example:
[Show if hispanic = "no"]
Referencing Race Through Logic
Race can be referenced through logic both in the survey editor and when programming Virtual Questions on the Results page.
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Variable name:
race -
Possible values:
"whiteamerican","africanamerican","asianamerican","nativeamerican","other","multiracial"
There are three ways to reference race through logic depending on the respondents you want to target:
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in— respondents qualify if they selected the specified race, regardless of other races selected.
Example:[show if "asianamerican" in race] -
=— respondents qualify only if they selected only the specified race. A respondent who selected Black/African American and White/Caucasian would not qualify.
Example:[show if race = "africanamerican"] -
count— respondents qualify based on the number of race selections made, regardless of which races were selected.
Example:[show if count race = 2]
Single Assignment for Quotas on Race
The following table provides mutually exclusive definitions of race used for demographic quotas on the Target Market page.
| Race(s) selected | Ethnicity | Logic |
|---|---|---|
| Black/African-American only | Black/African-American | race = "africanamerican" |
| Asian only | Asian (American) | race = "asianamerican" |
| Native American only (American Indian, Alaska Native, Native Hawaiian, or Other Pacific Islander) | Native American | race = "nativeamerican" |
| White only | White (American) | race = "whiteamerican" |
| Other only | Other | race = "other" |
| Multiple options selected | Multiracial | count race > 1 |
Single Race + Hispanic Origin Assignment
Both questions can be combined for a mutually exclusive view of ethnicity/race. A Virtual Question preset is available for this view, which closely aligns with the prior ethnicity trait in the US available before the demographic trait update in October 2023.
| US Hispanic | Race(s) selected | Ethnicity | Logic |
|---|---|---|---|
| Yes | N/A — any selection(s) | Hispanic/Latino (American), regardless of other race identified | hispanic = "yes" |
| No | Black/African-American only | Black/African-American | hispanic = "no" and race = "africanamerican" |
| No | Asian only | Asian (American) | hispanic = "no" and race = "asianamerican" |
| No | Native American only (American Indian, Alaska Native, Native Hawaiian, or Other Pacific Islander) | Native American | hispanic = "no" and race = "nativeamerican" |
| No | White only | White (American) | hispanic = "no" and race = "whiteamerican" |
| No | Other only | Other | hispanic = "no" and race = "other" |
| No | Multiple options selected | Multiracial | hispanic = "no" and count race > 1 |
For surveys launched prior to a demographic update in 2022, the ethnicity trait included an option for "Indian-American" which may appear in older surveys.