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Step-by-step: Building your first study
Study Builder: Audience & Recruitment (1 of 2)
Study Builder: Audience & Recruitment (1 of 2)

Define your audience, create segments, and set up screener questions

Niclas Nielsen avatar
Written by Niclas Nielsen
Updated over a week ago

Creating your Audience & Dividing into Segments

The Audience Definition screen enables you to tell us about the audience (or overall sample) of participants you wish to recruit for your study, and to specify optionally how you may wish to divide your audience into segments to target specific subsections of your audience.

Audience & Criteria

Begin by specifying a name for your audience. This should be a term broad enough to reflect all of the participants you will be including in the study. Next, tell us a little about who you intend to participate. The 'Basic' criteria of Gender, Age and Country of residence are mandatory, however you can add additional criteria using the options to the left. If you wish to use other criteria not available here, you can do so using the screener questions as outlined further below.


Depending on the context of your study, you may wish to divide your audience into segments. We offer the following options:

  • No split: Use this option simply if you do not wish to divide by segments. You can think of this as asking a single group of people the same set of questions.

  • Audience criteria: Use this option if you wish to form segments based on attributes of the participants themselves, for example if you want segments based on participant age, occupation, or other custom criteria such as whether they are an existing customer or not. You can think of this as asking different groups of people the same set of questions.

  • Task design: Use this option if you wish to consider the audience as one homogenous group, however you wish to provide different tasks to your sample. For example, if you are A/B testing using the same questions on different materials/concepts, or if you wish to incorporate counterbalancing (i.e. presenting the same questions and materials, but in a different sequence). You can think of this as asking the same group of people different sets of questions.

N.B. At this time, we do not support mixing or combining these different segmentation approaches (i.e. providing multiple task designs across different audience criteria segments). If you wish to structure your study setup accordingly, consider splitting the setup across multiple studies.


This section allows you to create screening questions that are asked prior to the study task design questions. These questions allow you to screen-out participants, based on their responses to questions that you specify here. After entering your question text, you are able to chose from Radio buttons (multiple choice with a single selection) or Checkboxes (multiple choice, multiple selection) as a response format.

The box labelled 'Use the answer to qualify for the study' allows you to configure if the question will functionally screen or allocate participants based on their response (checked) or if the question is only for information gathering and participants will proceed regardless of their response (unchecked).

If you have chosen to create segments based on custom audience criteria, screener questions also allow you to allocate participants to segments, based on their radio button selections when responding to screening questions, using the 'Assign to segment' option.

N.B. if segmenting by Task design, this option is unavailable as participants will be allocated automatically to populate your task design segments.

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