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This short white paper explains why we collect demographic information and highlights the multitude of uses for this crucial information, including meeting EEOC requirements and our ongoing benchmarking of over 700 O*NET jobs. The paper also points out that when these questions are posed, over 90 percent of participants respond to each and every question. In summary, this paper provides a rationale for turning on demographics and helping the entire network learn more about our participants, and yours.