Screenshot of a survey question with 13 answer options. To serve all of our customers and offer a diverse experience, H-E-B is continually sourcing and developing new, innovative, and culturally specific foods that are deeply rooted in the traditions and practices of a particular culture or region. When we do this, our goal is for these products and their packaging designs to feel authentic, accurate and culturally relevant. Which of the following best describes you ethnicity or ethnic background? Select all that apply. American Indian or Alaskan Native. Central Asian (e.g., Kazakh, Uzbek, Turkmen, Kyrgyz, Tajik). East Asian (eg, Chinese, Japanese, Korean, Mongolian, Taiwanese, etc). South Asian (eg Indian, Pakistani, Bangladeshi, Sri Lankan, Nepali, Bhutanese, Maldivian, etc). Southeast Asian (eg, Filipino, Vietnamese, Thai, Cambodian, Indonesian, Burmese, Laotian, etc). Native Hawaiian or Other Pacific Islander (eg, Samoan, Tongan, Fijian, Chamorro, Marshallese, etc). Black or African American (eg, African American, Afro-Caribbean, Sub-Saharan Africa, etc.). Hispanic/Latino/a - Mexican or Mexican American (eg, identifies as a Mexican, Mexican American, Chicano/a, etc). Hispanic/Latino/a - Central American, South American, Caribbean, etc (eg, Guatemalan, Honduras, El Salvadoran, Brazilian, Peruvian, etc). Middle Eastern or North African (eg, Arab, Iranian, etc). White, Non-Hispanic. Another ethnicity, please specify [with a write in box). Prefer not to answer.
I'm just a silly goose who loves #surveydesign a little too much. While I normally critique poorly designed survey questions, I also want to shout out good ones. So awesome job, H-E-B, on one of the best designed ethnicity questions I've ever seen.
NB: They also have a VALID reason to be asking.
