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I think we should stop calling them variables, in terms of when trying to explain it to the public. We can obviously still call them variables but I think variables doesn't sound friendly(#38).
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What the primary target audience for the app? If its business professionals, entrepreneurs, etc. Then variable may be the most straightforward and meaningful term.
I looked at the Census site and found this page: https://www.census.gov/quickfacts/table/PST045216/00 which allows someone to browse the data and they are using the term topic instead of variable. I am not convinced that topic is a good word because it's less exact and vague in my mind.
Some other terms that came to mind are demographic attribute, data point, facts (also used on the Census site), parameters
We can use the definitions provided by the census on defining exactly what these variables provide #16 (you find the definition by clicking on the information icon on the on the left of each row)
Yeah, I used a bit of this in coming up with the Titles for the Graphs. The only problem is that these descriptions are not readily available through the API. I opened an issue with CitySDK to see if they could work on that: uscensusbureau/citysdk#317
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