What it is
The Audience block sets who Ideally surveys for your test. By default, your test will go out to a nationally representative sample, so you can hear from real category buyers and those adjacent to the category who could be persuaded into the category.
You can also go further and target the exact people your strategy is going after, then save that audience and reuse it on your next study. It's the Target step in your study setup, so the right people are locked in before you launch.
Setting your audience
Every test connects to a category, with the option to use our built-in questions that qualifies respondents automatically. You have two ways to go:
Basic: Go to a nationally representative audience, and use your free profiling question to target or segment your category users. Incidence rates and estimated sample are not available. This also means cross-project comparison will not be possible.
Connected, Ideally: a ready-made audience for your category, with incidence rate and estimated sample pre-loaded.
Connected, Custom: add your own screening questions. Saves at team level and reuses across tests, providing an incidence rate and estimated sample once the template has been run once.
Note: We offer you 3 profile questions in total. Your first one is free. From there, the following questions will be 1 credit each.
Cost and turnaround
Incidence rate (IR) is how common your audience is in the panel, and it drives your sample, credits, and turnaround. It's stored against each templated audience, so established templates show it up front. The narrower your audience, the longer it takes and the more it can cost. If IR isn't known yet, your test still runs, and research can rerun it if the sample comes back short.
Your own customers (Customer Panels)
Prefer to survey your own base? Customer Panels reach your customers through a shareable link (400 to 1,000 respondents). Respondents must have opted in to research contact, so check your consent first.