Audience targeting is the first step in setting up your survey. Utilizing targeting allows you to reach more relevant respondents without having to ask screening questions. 

As part of the sign-up process, respondents are asked to fill in basic information about themselves which is stored as part of a profile. We’re able to use that stored information to target specific people who have matching attributes. Not all information is required on respondent’s profiles, so some attributes will have more respondents available than others. 

In general, most of the data is refreshed once a year. However, if you need data to be accurate as of now, we suggest you also add in a screener question to your survey. 

Demographics, Geography, and Lifestyle Profile Questions

If you want to keep things simple or if you are unsure of the right mix of respondents for your survey, we recommend that you use the “National Representation” option. This will give you a scaled snapshot of respondents across several key variables according to the most recently available census data.

However, if you have a specific target in mind, you can easily use the full targeting menus to pick more specific items. Because there are over 1,000 profile variables, we break the Audience Targeting into three easy to use sections.

Demographics – These are the most used demographic targets and have been pulled to the top for easy access.  You can choose from predefined options, set your own custom balancing, and for age, you can create your own ranges.

**Targeting Tip**

You can use Express Surveys Custom Balancing to 

adjust the distribution of respondents across multiple attributes.

Because these demographics variables are incredibly valuable in results analysis, Express Surveys provides much of this data in the survey results free of charge. Note that while age/gender/regions will have data from all participants, other profile data points in the survey results may not be complete. If you need 100% participation in other items, we suggest asking that question in the survey.

Available for all markets:

  • Actual age
  • Household income
  • Age ranges
  • Marital Status
  • Gender
  • Occupation
  • Accommodation
  • Education

Geography - allows you to target respondents based on where they live. The geography data is also available in the survey results for your analysis. 


Lifestyle Profile Questions - this section allows you to target on very specific information provided by the respondents. You can easily browse the different categories, questions, and corresponding attributes, but we suggest using the search feature to look for different items.