Audiences and quotas
Define who belongs in the study and keep the target separate from the available sample.
Define eligibility
Use Audiences to save targeting you expect to reuse. Choose geography, language and other attributes supplied by your source. Add screeners for behavior or characteristics the source does not establish.
Review AND, OR, exclusions and missing values. An unknown attribute is not proof of eligibility. Keep the filter definition with the study so the analysis can use the same population definition.
Read reach estimates
| Count | Meaning |
|---|---|
| Source records | Records in the source catalogue. |
| Matching records | Records that meet the available filters. |
| Eligible people | People left after eligibility and duplicate checks. |
| Reachable people | People who can currently be contacted with permission. |
| Accepted completes | Responses expected to pass the study's quality rules. |
Large connected databases can contain millions of records. That is not a promise of an equally large reachable sample. Check the source, update time and assumptions behind any estimate.
Set useful quotas
Set the overall target, then allocate quotas to the groups that matter for the decision. Check that cells can be filled and that their totals match the plan. Tight intersecting quotas can make recruitment much harder.
Quotas control sample composition. They do not make an opt-in audience a probability sample. Record source mix and any changes during fieldwork.