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How to Reach a Target Audience

When you buy survey responses with SurveyMonkey Audience, there are two great ways to make sure the right people take your survey:

2 Choose targeting options in a Target Audience collector

2 Add screening questions with disqualification logic to your survey, and estimate a qualification rate

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Targeting Options

Use the targeting options available in the Target Audience collector to send your survey to a specific audience. Our panelists have been sorted based on hundreds of targeting options so you can target your audience based on country, demographics, employment status, hobbies, religion, and more.

Check out our Audience preview page to view our available targeting options.

 

Screening Questions & Disqualification Logic

If you want to ask specific questions to find the right people to take your survey, in addition to our targeting options, you can add screening questions with disqualification logic to your survey.

For example, you want to find people who have shopped at a particular store in the last 30 days, or who have purchased premium whiskey in the last six months.

Screening Questions

Screening questions are closed-ended questions that you add to your survey design to either qualify or disqualify people from your target audience, depending on how they answer.

TIP! For examples and tips, check out our guide for using screening questions.

Disqualification Logic

You need to add disqualification logic to any screening questions in your survey. You’ll use question skip logic that’s set to skip to a disqualification page. Adding disqualification logic to your screening questions lets relevant survey-takers complete your surve, while people who don’t qualify for your target audience will skip to a disqualification page.

Be careful not to skip disqualified people to the End of Survey—these responses aren't disqualified and count towards the total number of complete responses you ordered.

Adding a Screening Question

To add a screening question with disqualification logic:

  1. In the Survey Design section, add your screening question to the beginning of your survey.
  2. From the Options tab, select Require an Answer to This Question.
  3. From the Logic tab, add Question Skip Logic.
  4. Chose to skip people who don’t qualify for your target audience to a Disqualification Page.
  5. (Optional) Customize the disqualification collector option.

 

Qualification Rate

 
 

If your survey includes a screening question with disqualification logic, you need to select a qualification rate before you can complete your order. The qualification rate is the estimated percentage of people you expect to qualify for your survey based on your screening questions.

The qualification rate you choose affects the number of people we send your survey to. For example, if you want 100 complete responses and you estimate a qualification rate of 50%, we may send your survey to up to 200 panelists.

It's better to estimate a lower rate to make sure you get the total number of complete responses you requested.

You're responsible for understanding how the qualification rate will affect your order—we're not able to help you choose the appropriate qualification rate for your survey, but you can check out our tips below.

To buy responses, your qualification rate needs to be 10% or higher.
How Qualification Rate Affects Your Project

To make sure you get the number of complete responses you ordered, we adjust the number of people we send your survey to based on your qualification rate.

  • A high qualification rate indicates the type of survey-takers you're looking for are easy to find, and you estimate a high percentage of panelists can qualify for your survey.
  • A low qualification rate indicates the type of survey-takers you're looking for are hard to find, and you estimate a low percentage of panelists can qualify for your survey. Lower qualification rates cost more per response since we have to send your survey to more people.
TIP! Use our Audience preview page to choose targeting options and qualification rates to better understand how your total cost is affected.
Estimated vs. Actual Qualification Rate

When you choose a qualification rate for your project, it's an estimation. Your actual qualification rate is calculated based on the number of people who qualified for your survey out of the total number of people who answered the screening questions.

If you already sent your survey, you can see your actual qualification rate in the Target Audience collector.

  • If the actual qualification rate is higher than your estimate, your project should complete on time with the number of complete responses you ordered.
  • If the actual qualification rate is lower than your estimate, you may not get all the complete responses you ordered since more people will be disqualified from your survey. To collect more responses, buy a new order using the actual qualification rate recorded for the survey.
To improve the chances of getting the number of complete responses you need, it's better to estimate a lower qualification rate than you expect. However, we aren't able to offer a refund if you misestimated your qualification rate.
Tips for Estimating Qualification Rate

Finding just the right people to survey can be a challenge for market research. If you don't know where to begin, don't worry—here are some techniques to help estimate qualification rate:

  • Check your company's market research data. Many companies already know roughly what to expect. Try asking colleagues if they know who would have access to data like this.
  • Do some quick research online. If you're targeting a well-researched population, there may be industry evidence documented online.
  • Run a small test project. You can get a better idea (within a margin of error of +/- 10%) of the qualification rate by surveying just 100 people. This strategy works best if you plan on buying a larger sample and don't mind spending $100 or so to get a better idea of what your qualification rate might be.

 

When you buy responses you can choose from hundreds of targeting options or add screening questions to reach your target audience. If you use disqualification logic, you'll need to estimate a qualification rate so we know how many people to send your survey to.

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