2022 How-To-Start.org Opinion Survey

Three thousand American adults reveal their views, preferences, hopes and fears.

Updated January 13, 2022

Research by

Karen Moss

Staff Researcher



3,305 respondents

Polling from January 1st to January 4th, 2022

11 data points

3,305 American adults between the ages of 18 and 44 were asked eleven questions about their views, their habits, their preferences and their intent. The polling was conducted online, between January 1, 2022 and January 4, 2022. Respondents were not incentivized to complete the survey. The survey completion rate from commencement of the initial question was 79.1%. Abandoned questionnaires were discarded. The questions were randomized when presented to each survey respondent. Not all questions were asked of all survey respondents.


The respondents ranged from 18 to 44 years old, with the average age being 36.4. The respondents skewed female, with 62% of responses being from females. Respondents are unidentifiable from their responses, and no identifying particulars were collected. 


How-to-start.org will be publishing the results in a series of articles during the months ahead. See our Articles page. The raw data will be made publicly available on January 15, 2023, and before it's release, access to the raw data is possible only in exceptional cases on request, for the purpose of further study or analysis. Potential collaborators are encouraged to use the form below to contact the researcher with enquiries or potential data use-cases.

Data gathered

The questions asked are listed below, in random order. Some question phrasing here has been condensed for brevity or clarity, but the context remains the same. In addition to the respondents answers to the questions below, data relating to the approximate location (accurate to a city-level) and the age and gender of the respondent was collected.

  1. How many hours do you sleep each night?
  2. How supportive is your partner, from 1 to 10?
  3. How likely are you to start a business in the future?
  4. Do you expect to retire wealthy? 
  5. Which of these Netflix shows is your favorite? [respondents shown a list of options]
  6. Since the pandemic, have you become MORE or LESS likely to start a business?
  7. What make is your main car?
  8. What is the main thing that has held you back from starting a business? [respondents shown a list of options]
  9. Which is your preferred alcoholic beverage? [respondents shown a list of options, including an option to indicate they don’t drink]
  10. What do you think is the main reason people start a business? [respondents shown a list of options]
  11. How much money would a business need to bring you before you considered it successful? [respondents shown a list of options]


Improper incentivization can cause respondents to provide incomplete, inaccurate or improperly considered responses as a means to obtain access to the incentive. For example, it is common for survey operators to use a survey as a means for an internet user to 'unlock' access to a particular page or resource they're attempting to access. In this case, the only objective the user has is to reach the end of the survey and press submit, so they can unlock access to the material they seek. Data collected in this way is often unreliable, because the user incentive is solely on completion – the user does not gain anything from giving correct or proper responses, rather, it is an inconvenience to them.

Respondents to the 2022 How-To-Start.org Opinion Survey were not offered any material gains or incentives for completing the survey. Respondents were participating solely on a voluntary basis, and were not incentivized to either begin or complete the survey. Approximately 20% of respondents, having commenced, did abandon the survey before completion, and their results were discarded.

Contact the researcher

We are unable to reply to all messages. Requests from journalists, media, and potential collaborators will be prioritized.

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