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data essay | Feb 12, 2024

Who Are You? The Art and Science of Measuring Identity

As a shop that studies human behavior through surveys and other social scientific techniques, we have a good line of sight into the contradictory nature of human preferences. Here's a look at how we categorize our survey participants in ways that enhance our understanding of how people think and behave.

report | Feb 8, 2024

6. Age and generations

A person’s age is one of the most valuable and informative demographic characteristics available to those who study public opinion. Age is many things at once: It places a person in the biological arc from birth to death; it roughly corresponds with where they are in the life cycle of social roles and responsibilities; and […]

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