This article discusses aspects of urinary incontinence that require special attention for valid survey measurement. Comments from incontinent older adults illustrate the difficulty of identifying, remembering, and reporting the condition given its gradual onset, episodic course, and embarrassing nature. Ideas for further research and some suggestions for improving the survey measurement of urinary incontinence are offered. Among these are that it be adequately introduced within survey interviews, and that survey questions reflect respondents' experiential knowledge of the condition.