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Demographic data in Google Analytics

How do I find them?

3:49 pm on Jan 19, 2012 (gmt 0)

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In GA there is the possibility to get demographic data about your audience, but when I click on the link for user-defined variables I only find parameters like location (down to city), language, etc, but nothing like if the visitors are male or female and which age group they belong to.
Any idea on how to get this information about your visitors w/o asking them?

I also tried google adplanner but it doesn't reveal enough data for my site.

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