What can I do if my Audience project paused because of incorrect targeting criteria?
Even when you use specific demographic targeting criteria for your Audience project, some survey topics can be too specific for our respondents. If a respondent thinks a survey topic is too specific or that the topic is irrelevant, they may start taking the survey but exit before the end.
When this happens with a large proportion of the respondents invited to take your survey, the project has a low overall response rate and our system will automatically pause it.
We calculate response rates by looking at the number of respondents who finish a survey (including those who may be screened out or disqualified from a survey through skip logic) compared to the total number of respondents who begin taking a survey.
If your project is paused because of a low response rate, you may have the chance to edit the survey or the targeting criteria you are using and reactivate the project. In an effort to improve your project's response rate and ensure that you receive high quality data, we ask you to consider the following information before reactivating your project.
Determine exactly the type of people you're trying to reach and add qualifying questions to the survey
Add a qualifying question or questions at the start of the survey to specifically ask respondents if they meet your targeting goals and then use our skip logic feature to disqualify respondents according to their answer to the qualifying question(s).
By including a qualifying question at the beginning of your survey, you will refine your audience to a more qualified group of respondents who better align with your project goals than a general audience would. The more qualified audience will be more inclined to answer survey questions because of the increased relevancy, which will lead to a better response rate and a more successful project.
Here’s an example:
Bob wants to understand the need for organic infant formula as he develops his business plan for a related new product. Bob initially requests a general audience of parents with children ages 2 and under. His project pauses after a short time and he determines that he should have targeted a more refined audience; specifically, parents who have experience buying baby formula.
In order to refine his audience, he adds a new first question to the survey, which asks if the respondent has purchased infant formula in the past two years. He then adds skip logic to the new question to disqualify any respondent who answers "No," because the rest of the survey questions will not be relevant to these respondents.
His project was reactivated and then completed successfully, not just with a healthier response rate, but with better quality data provided by the more qualified respondents.
By refining his audience, Bob gathered the feedback he wanted and needed from parents who had experience buying infant formula, and was better able to make decisions regarding the business plan for his new product.