The AUDIENCE section determines which community members will be able to access and participate in your brief.

You can define your audience by selecting the relevant community and applying demographic filters, tags, or a combination of both.

In this guide, you’ll learn:

• How to set up your brief audience
• How to apply demographic filters
• How to include or exclude participants using existing tags
• How to combine demographic filters and multiple tags
• How to manage response targets for different audience groups
• What to consider when using Auto Tags for future audience targeting
• Important limitations and best practices

How to set up your brief audience

1. Under GENERAL section:
   1. Select the channel where the brief should be launched.
   2. Under "Audience and response management" - select Advanced - this will enable brief Audience set up.
   3. Click "Continue" - this saves your brief set up and opens Audience section.
2. Under AUDIENCE section:
   1. Under "Segmentation" - Apply the required demographic filters.
   2. Under "Behavioural" - Add any tags needed to include or exclude specific participant groups.
   3. Under "Responses" - Set up responses required per this brief. Once required responses are met = brief will close (includes end-success or end-fail responses).
3. Review how the selected conditions work together.
4. Check the resulting audience carefully before launching the brief.

⭐Please note: You can use demographic filters and tags individually or combine them to create a more specific audience. Tags must be created before you begin setting up your audience so they are available to select under AUDIENCE section.

Before launching your brief:

• Decide whether responses from this brief will be used to create audiences for future follow-up brief - Planning this before launch will help you determine whether Auto Tags need to be configured within the survey. 
• Important: Auto Tags must be configured before the brief is launched.

For more information about creating tags, see:

• How to create auto tags for community profiling or for future follow-up activities
• How to create a manual tag

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How to apply demographic filters 

Demographic filters allow you to target participants based on information held within their profiles.

Depending on the information available for your community, this may include criteria such as:

• Gender
• Country
• Age

To apply a demographic filter:

1. Select the relevant demographic field.
2. Choose the required value or values.
3. Review the resulting audience.

Only participants who meet the selected demographic criteria will be included.

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How to include or exclude participants using existing tags

Tags allow you to organize community members into specific groups and use those groups when setting up a brief audience.

Tags can be used to:

• Include a specific participant group
• Exclude a specific participant group

Use tags when the brief should only be available to participants associated with a particular tag or tag value, or when a particular participant group should be excluded.

1. Under "Behavioural" in the Audience Setup section, click Add new.
2. Select required tag listed under "User property"
3. Set up tag filter:
   1. Exists = all community users under your tag will be included 
   2. Matches = select the specific value = all community users under your tag and selected value will be included
   3. Doesn't exists =  all community users under your tag will be excluded 
4. Review the resulting audience.

Example: Including participants with a particular tag value

To include participants where the Product Used tag has the value Brand A:

1. Select Product Used from the User property dropdown.
2. Select Matches as the tag filter.
3. Select Brand A as the required value.
4. Review the resulting audience.

Only participants who have the selected Brand A value - and who meet any other audience criteria - will be included.

Example: Excluding previous participants

To exclude participants associated with the Previous Research Study 1 tag:

1. Select Previous Research Study 1 from the User property dropdown.
2. Select Doesn’t exist as the tag filter.
3. Review the resulting audience.

Only participants who do not have the Previous Research Study 1 tag will be able to access the brief. This can help prevent the same participants from taking part when a fresh audience is required.

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How to combine demographic filters and multiple tags

Combining demographic filters and tags

Demographic filters and tags can be combined to create a more targeted audience.

Example:

You can target: Participants aged 25–34 AND have the tag "Product Used"  -> Brand A.

Only participants who meet both the demographic requirement and the tag requirement will be included.

⭐ Please note: When combining multiple conditions, review the resulting audience carefully. Adding too many filters may significantly reduce the number of eligible participants.

Combining multiple tags

Multiple tags can be combined to create a more targeted audience:

Tags can be combined as:

• AND: Participants must be included in all the selected tags to form part of the audience.
• OR: Participants must be included in at least one of the selected tags to form part of the audience. They do not need to be included in every selected tag.

Example:

You can target participants aged 25–34 AND who selected Brand A under the Product Used tag AND completed Previous Research Study 1.

Set up your audience as follows:

• Demographic filter: Age = 25–34
• Product Used tag: Matches → Brand A
• Previous Research Study 1 tag: Exists
  Alternatively, Matches can be use - If the Previous Research Study 1 tag contains different values and only particular values should qualify, use Matches instead of Exists and select the relevant values.
• Combine the tags using: AND

This will create an audience containing only participants who meet all three conditions: they are aged 25–34, selected Brand A and completed Previous Research Study 1.

⭐ Please note:

• When using Matches, you can select one or multiple relevant values within the same tag.
• When combining multiple conditions, carefully review the resulting audience. Applying too many filters may significantly reduce the number of eligible participants.
• Check whether participants must meet:
  • All selected criteria (AND)
  • At least one of the selected criteria (OR)
  • Any specific inclusion or exclusion conditions

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How to manage response targets for different audience groups

You may need to collect a specific number of responses from different demographic groups - for example, a 60% male and 40% female split.

The platform cannot automatically apply separate response quotas to different audience groups within a single brief. You can manage the required split using either of the following methods:

• Linked briefs: Create a separate linked brief for each audience group and launch them at the same time, with a different audience and response target applied to each brief.
• One brief: Collect responses from each audience group in stages by changing the demographic filter and increasing the cumulative response target.

Using Linked briefs:

Linked briefs can be used when you want to collect responses from different audience groups at the same time.

For example, you could create:

• One linked brief targeting Male participants, with a response target of 60
• One linked brief targeting Female participants, with a response target of 40

Each linked brief requires its own full set up - audience and response-target setup, rewards, notifications.

⭐ Important reporting limitation: Before using linked briefs, consider how the results will need to be exported and presented.

• Combined results can be viewed in the live dashboard.
• A PowerPoint export does not combine results from linked briefs.
• In the PowerPoint export, the results from each linked brief are shown separately.

If you need a single PowerPoint export containing the combined results, use one brief and manage each audience group in stages using the method below.

For full setup instructions, see: Using linked briefs to compare survey groups

Using One brief:

If you need 100 responses in total, consisting of 60 male and 40 female responses, set up the brief as follows:

Stage 1: Collect 60 male responses

1. Under AUDIENCE → Segmentation, set the demographic filter to Male.
2. Under AUDIENCE → Responses, set the required number of responses to 60.
3. Complete the remaining brief and reward setup.
4. Launch the brief.

Once 60 responses have been received, the brief will close automatically.

Stage 2: Collect 40 female responses

1. Open the brief and select Edit.
2. Go to AUDIENCE → Segmentation.
3. Remove the Male filter and select Female.
4. Under AUDIENCE → Responses, increase the required number of responses from 60 to 100.
5. Go to the LAUNCH section.
6. Change the end date to a future date. The existing date will reflect when the brief closed after reaching the first response target.
7. Select Publish to relaunch the brief.

The brief will now be available only to female participants and will remain open until the total number of responses reaches 100.

⭐ Please note:

• The required response number is cumulative. It must include the responses already received plus the additional responses required from the new audience.
• In this example, do not change the response target to 40 after collecting 60 male responses. As the brief already has more than 40 responses, it would close immediately.
• If a reward is offered, configure it from the beginning to cover the total number of responses across all audience groups. For example, for 100 rewarded responses at £1 each, set 100 reward units, giving a total reward value of £100.
• Check the number of responses collected from the first group before setting the new cumulative target.
• Remember to update the end date before publishing and relaunching the brief.

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Important limitations and best practices 

Important limitation: tags apply to the entire brief

Existing tags can be used to define the audience for the whole brief. They cannot be used to:

• Show a question only to participants with a particular existing tag
• Hide individual questions from tagged participants
• Skip participants to different questions based on an existing tag

If different participants need to see different questions within the brief, use the available question logic. For more information about logic, see: Survey logic types & how they work

If the required participant journeys are significantly different and cannot be managed effectively using logic, separate briefs may be needed.

Best practices

• Plan your audience requirements before building and launching the brief.
• Select the correct community or channel.
• Use only the demographic filters required for the project.
• Configure Auto Tags before launch if responses will be needed for future targeting.
• Use clear and consistent tag names and values.
• Avoid creating duplicate tags for the same participant group.
• Confirm whether each tag should include or exclude participants.
• Review how demographic filters and tags work together.
• Check that the audience is not too narrow before launch.
• If Auto Tags were not configured before launch, create a Manual Tag afterwards for future audience targeting.

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