Custom Forms & Demographics

Collect the exact information you need from reviewers — and display it in a way that actually helps your customers shop.

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What This Is

The Form Builder lets you create custom review forms with extra questions beyond the standard star rating and text review. You can add dropdowns, scales, yes/no questions, and more — then choose how each field behaves:

• Public fields show up in the review card for everyone to see
• Internal-only fields collect data you can see in admin, but customers never see it
• Filterable fields let shoppers filter reviews by that field (e.g. “Show me reviews from people who bought Size M”)
• Demographic fields display next to the reviewer’s name — like a little profile snapshot

That last one is the star of this guide. Let’s dig in.

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Why Demographics Matter

Here’s the thing: a five-star review is great, but “five stars from someone who’s 5’2 and usually wears a Size 8” is incredibly useful. It gives your customers context — and context builds confidence.

Think about how you shop online yourself. When you’re reading reviews for a dress, you’re probably looking for someone with a similar body type. When you’re reading reviews for running shoes, you want to know if the reviewer has wide feet like you do. When you’re looking at a foundation, you want to see reviews from people with a similar skin type.

Demographic fields solve this by showing key details right next to the reviewer’s name, so customers can instantly spot reviews from people like them.

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How to Set Up Demographic Fields

Step 1: Open the Form Builder

1. Go to Trustie > Forms in your WordPress dashboard
2. Either click Add New Form to create a fresh one, or click Edit on an existing form

Step 2: Add Your Demographic Field

1. In the sidebar on the left, click the field type you want. For most demographics, Select (dropdown) works best — but you can also use Radio, Checkbox, Yes/No, or Scale
2. The field appears in your form canvas. Click the pencil icon to edit it

Step 3: Configure the Field

In the field editor that pops up:

1. Label — Give it a clear name. This is what customers see: Usual Size, Skin Type, Age Range, etc.
2. Options — Add the choices, one per line. For example:

“
XS
S
M
L
XL
XXL
“

1. Tick “Show in reviewer info (demographic)” — This is the key step. It tells Trustie to display this field next to the reviewer’s name instead of in the review body
2. Click Save Field

That’s it! When a customer fills out the form, their answer shows as a neat label next to their name on the review card.

What Happens Automatically

When you tick the demographic checkbox, two things happen behind the scenes:

• Filterable is auto-enabled — Customers can filter reviews by this field (e.g. “Show me reviews from Size M buyers”)
• Internal-only is disabled — Demographics are public by definition, so they can’t be hidden

You’ll see a purple Demo badge on the field in your form builder, so you can tell at a glance which fields are demographics.

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Use Cases & Examples

Here are some real-world setups to get you started. You don’t need to use all of these — pick the ones that make sense for your products.

Fashion & Clothing

Why this works: A customer looking at a dress can filter to see reviews from people their size and height. “True to Size from a 5’6 Size M” is far more helpful than a generic review.

Shoes & Footwear

Why this works: Shoe fit varies wildly between brands. Showing the reviewer’s size and width helps customers decide whether to size up or down.

Beauty & Skincare

Why this works: A moisturiser that works brilliantly for oily skin might be terrible for dry skin. These fields let customers find reviews from people with similar skin.

Health & Fitness

Food & Drink

Electronics & Tech

Kids & Baby

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Assigning Forms to Products

You can assign different forms to different parts of your store. This means your clothing products can ask about size and fit, while your skincare products ask about skin type — all automatically.

1. In the Form Builder sidebar, find Use For
2. Choose:

– All Products — This form is used everywhere (unless a more specific form exists)
– Specific Products — Search and select individual products
– Product Categories — Apply to entire categories (e.g. “Dresses”, “Shoes”, “Skincare”)
– Site Reviews Only — For general store reviews, not product-specific

How priority works: If a product matches multiple forms, the most specific one wins. A product-specific form beats a category form, which beats an “All Products” form.

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How Demographics Look on Reviews

When a customer submits a review with demographic fields, here’s how it appears:

Without demographics:
> Jane S. — Verified Buyer
> ★★★★★ Love this dress! So flattering and comfortable.

With demographics:
> Jane S. — Verified Buyer
> Size: M · Height: 5’4–5’7 · Fit: True to Size
> ★★★★★ Love this dress! So flattering and comfortable.

The demographic details appear as compact labels right below the reviewer’s name. Customers can scan these at a glance to find reviews from people like them.

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Mixing Demographics with Other Field Types

You can have a mix of field types on the same form. Here’s a typical setup for a clothing store:

• Usual Size, Height, Fit — Show next to reviewer name, customers can filter by them
• How did you hear about us? — You see this in admin, but customers never see it
• Would you recommend? — Shows in the review body and can be filtered
• Additional comments — Shows in the review body, can’t be filtered (text fields aren’t filterable)

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Tips for Great Demographic Fields

1. Keep options concise — “5’4–5’7” is better than “Between 5 foot 4 inches and 5 foot 7 inches”
2. Use ranges, not exact values — “26–35” feels less intrusive than asking for an exact age
3. Make them optional — Don’t tick “Required” on demographic fields. Some customers prefer not to share, and that’s fine
4. 3–4 demographics is the sweet spot — Too many and the reviewer info area gets cluttered
5. Match your audience — A high-end fashion brand might use “Dress Size” while a casual brand might prefer “Usual Size”
6. Use consistent options across forms — If you have “Runs Small / True to Size / Runs Large” on one form, use the same wording on others so filtering works across products

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Common Questions

Do demographic fields count toward the 4-filter limit?
No! Demographic fields are automatically filterable but they don’t count against the 4-field limit for regular filterable fields. You can have 4 regular filters plus as many demographic filters as you need.

Can I make demographic fields required?
You can, but we recommend keeping them optional. Customers are more likely to complete your form if they don’t feel pressured to share personal details.

What happens to reviews submitted before I added demographics?
Older reviews won’t have demographic data — they’ll display normally without the demographic labels. Only new reviews submitted after the form change will include the new fields.

Can I use different demographics for different product categories?
Absolutely — that’s the whole point of per-form demographics. Create a “Clothing Form” with size/height/fit demographics, a “Skincare Form” with skin type/tone demographics, and assign each to the right categories.

Can a field be both demographic and internal-only?
No — demographics are shown publicly by definition. If you want to collect data privately, use the internal-only option instead (without the demographic checkbox).

Where do I see demographic data in admin?
Demographic data is stored as custom field data on each review. You can see it when viewing individual reviews in the admin panel.

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If Something’s Not Working

Demographic fields aren’t showing on the review form:

• Make sure the form is assigned to the product (or category) you’re testing with
• Check that the form is set to Active in the Form Builder
• Verify the field has options — a select dropdown with no options won’t render

Demographic data isn’t showing on review cards:

• The demographic checkbox must be ticked on the field in the Form Builder
• Check that the field was filled in by the reviewer (empty demographics don’t display)
• If you recently added demographics to an existing form, only new reviews will include them

Filter dropdowns aren’t appearing:

• Demographic fields are auto-filterable, but filters only show on the reviews page (not individual product pages)
• Make sure at least one review exists with data in that field — empty filters are hidden automatically

Still stuck? Drop us a line at support@tracksies.com and we’ll help you get it sorted.