The first step in Audience Builder is to specify the number of people (respondents) that you want to survey. When you choose a number, it’s important to keep in mind that sometimes not all respondents will complete your survey.


For example: You want to talk to 200 people that buy Hershey’s chocolate.

  • You decide to use the targeting attribute to narrow down to people who buy chocolate, but that doesn’t get you to people who buy that brand.
  • In that case, you can write a screening question – asking people what brands of chocolate they buy and using the terminate feature to screen out people who don’t buy Hershey’s.
  • Since people will be screening out, you’ll want to add additional respondents to make sure you get 200 completed Hershey’s-buyer surveys.

There are several ways to add more respondents:

  • Add more respondents up front.  If you know the approximate percentage of people who fit a category, you can add a corresponding number of additional people when building your audience. For example, if you think that 50% of people buy Hershey’s chocolate, you could set your number of respondents to 400—knowing that 50% would screen out.
  • Add more respondents while the survey is fielding. You can see live statistics while your survey is in field (being answered by respondents) and can pause your survey to add on more respondents at any time.
  • Add more respondents after the survey has completed. (Suggested method) You have up to 5 days after the survey has completed to add on more respondents. Since many surveys finish very quickly (within hours), this is the method we suggest. It gives you the most control of your budget and you can always add on as few or as many new respondents as you want.


Another consideration is the length and type of questions in your survey. Respondents generally prefer short, engaging surveys as many are answering on their phone. If surveys are too long or require lots of typing, they might get bored or distracted, causing them to leave the survey. We call this a drop-off and you’ll see this sometimes in your survey statistics.


If you need to use a lot of grid or open-end questions you might want to consider adding a couple more respondents on to account for drop-offs. Again, we recommend option 3 above to account for this.