Audience and Highlighter Community
      Back to home
      1. Knowledge Base
      2. Audience and Highlighter Community

      Standard Profile Data

      To be an active member of the Highlighter community, Highlighters are required to keep their profile up to date.

      Below are the standard profile questions Highlighters are required to answer and keep up to date.

      These questions are available as qualifying criteria in Audience definition and included by default with the downloadable full responses data set.

      We'll call out questions that allow for multiple answer selections.

      Personal

      • Age
      • Education: What is the highest level of education you have achieved?
      • Employment Industry: What industry do you work in?
      • Employment Status: What is your current employment status?
      • Ethnicity: Which ethnicities do you identify with? (multi-select)
      • Gender: What are your preferred pronouns?
      • Household Income: What's your annual household income?
      • Relationship Status: What is your relationship status?
      • Parental Status: Which of the following describe your parental status?

      Household

      • Household Shopping Responsibility: Are you the primary decision maker about what to purchase in your household or do you share responsibility?
      • Household Composition: Who else lives with you? (multi-select)
      • Language: What is/are your native language(s) spoken at home? (multi-select)
      • Number in Household: How many people are in your household?
      • Number of Pets: How many pets, if any, do you have at home?
      • Types of Pets: What kind(s) of pets do you have at home? (multi-select)

      Location

      • Regions: Northeast, Midwest, South, West
        • Northeast = PA, NJ, NY, CT, RI, MA, NH, VT, ME
        • Midwest = OH, MI, IN, IL, WI, MN, IA, MO, KS, NE, SD, ND
        • South = OK, TX, AR, LA, MS, AL, TN, KY, FL, GA, SC, NC, VA, DC, WV, MD, DE
        • West = MT, ID, WY, NV, UT, CO, AZ, NM, CA, OR, WA
      • States (all 48 continental US States)

      Health & Diet

      • Allergy: Do you have allergies to any of the following foods? (multi-select)
      • Better For You: How would you describe your attitude towards better-for-you, healthier alternatives?
      • Plant Forwardness:  How would you describe your attitude towards meat vs. plant-based?
      • Workout Frequency: How often do you exercise/participate in physical activities?

      Social Media

      • Social Media Usage: Which social media platforms do you actively use (at least 1x/week)?

      Shopping

      • Big Box Stores Frequented: Which big box stores do you regularly shop? (at least once every month) (multi-select)
      • Convenience Stores Frequented: Which convenience stores do you regularly shop? (at least once every month) (multi-select)
      • Everyday Electronics: Which of the following products do you use in your everyday life? (multi-select)
      • Foods Avoided: What would we never find in your shopping cart? (multi-select)
      • Groceries Shopped: What types of products would we regularly see in your cart? (multi-select)
      • Grocery Stores Frequented: Which grocery stores do you regularly shop? (at least once every month) (multi-select)
      • Online Stores Frequented: Which online stores do you regularly shop? (at least once every month) (multi-select)
      • Who You Shop For: Who do you normally shop for? (multi-select)
      • Quality vs Value:  How do you typically shop?

      Personal Care

      • Acne-prone: Which of the following best describes how prone your facial skin is to acne?
      • Fitzpatrick Scale: How would you describe your skin characteristics and sun exposure response?
      • Personal Care Product Usage: What kinds of personal care products do you regularly use? (multi-select)
      • Personal Care Shopping: Where do you shop for personal care products? (multi-select)
      • Skin Sensitivity: How would you describe your skin’s sensitivity level?
      • Skin Type: How would you describe your skin type?

      Apparel

      • Clothing & Shoe Gender: What gender apparel and footwear do you shop for, for yourself?
      • Clothing Size: What [women's / men's] clothing sizes tend to fit you best? You can select up to 3!
      • Shoe Size: What [women's / men's] shoe sizes tend to fit you best? You can select up to 2!

      Alcohol

      • Alcohol Drinking Frequency: How frequently do you drink alcohol?
      • Alcoholic Beverages Consumed: Which type(s) of alcohol do you consume? (multi-select)

      Sustainability

      • Sustainability General Importance: How important is sustainability to you when purchasing products? By sustainability, we mean environmentally and ethically sustainable.
      • Sustainability Importance by Category: In which product categories is purchasing sustainably important to you? By sustainability, we mean environmentally and ethically sustainable.