Audience balancing

The Audience balancing feature enables you to field surveys in alignment with the demographic distribution of a specific region—based on official government census data—or to apply custom balancing.

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You can apply census balancing only on age, gender, ethnicity and region.

1. Go to Audience and click on the Create project button.
2. Select the Specialized sample.
3. Click on criteria such as age, gender, ethnicity, or region. For ethnicity and region, you might have to add them first through Add criteria > Demographic.
4. Switch on the balancing toggle.

5. Click the dropdown and choose Census.

6. Click the save button.

Recommendation: We recommend adding quotas at the end of your survey even after applying census balancing. Census balancing helps manage the target demographic distribution during fielding, but quotas provide an additional safeguard against over-inviting respondents or receiving responses after a demographic group has already reached its target.

1. Go to Audience and click on the Create project button.
2. Select the Specialized sample.
3. Click on criteria such as age, gender, ethnicity, or region. For ethnicity and region, you might have to add them first through Add criteria > Demographic.
4. Switch on the balancing toggle.
5. Click the dropdown and choose Custom.

6. Edit the balancing percentage for each option and click the save button.

Recommendation: We recommend adding quotas in the survey even when custom balancing is applied. Quotas help prevent a demographic group from exceeding its required number of completed responses if respondents are over-invited or complete the survey later than expected.

Yes, you can apply balancing to a selected age range.

1. Select Custom balancing and define the age ranges and percentages you need.

2. Add or remove an age range using the Add or Subtract button, then click Save.