Define Audience

How Audience Works

Whether you're setting up digital research or a physical product test, Audience gives you access to the Highlighter Community — flexibly target the participants needed for your research objectives.

Add criteria to find the right people for your study; choose from our pre-targeted list of demographic criteria or describe your own custom criteria!

Set quotas to capture specific targets and ranges for different criteria, both overall and within specific groups.

Delegate add-on activities such as videos, photos, and in-depth interviews, to get tailored feedback.

For physical product tests, specify which products each Test Group should be receiving and the order in which they should be tested. Use multiple Test Groups when you need multiple unique groups of participants—defined by a combination of products they'll test, qualifying criteria, and activities they'll complete.

For digital research, use multiple Audiences to target multiple distinct audience segments.

Use Audience Summary at any time to see how your Audience is coming together.

FAQ

What's the difference between "Completes" vs "Placements"?

• Completes = the total number of respondents you want to collect in your research.
• Placements = the total number of testers Highlight recommends placing physical products with in order to achieve the desired number of completions. Placements is only relevant for IHUTs.

We typically recommend a 20% overage (e.g. 100 Completes = 120 Placements).

How does Highlight help me find the right testers for my research in the fastest, most efficient way?
Use Qualifying Criteria to specify the consumers needed for your research. This is where Highlight's "Qualifying Criteria" comes into play.

• Take advantage of Highlight's Standard Profile Data to target on the 24 data points on record for every Highlighter.
• Additionally, use Custom Criteria for more specific targeting needs. Custom Criteria can be anything you want (e.g. "People who like ice cream" or "Play basketball at least once per month"). For each piece of Custom Criteria you add to your Audience, describe who specifically you're looking for and we'll identify people that fit your needs.

When the project begins recruiting, relevant Highlighters are screened for their fit with the research, including meeting your audience's custom criteria.

To ensure quality, Highlight automatically checks for general requirements like articulation, interest in participating, and availability to participate.

What is a "Test Group" and how should I be thinking about it when setting up my project?
Create a Test Group for each unique group of testers—defined by a combination of products they'll test, qualifying criteria, and activities they'll complete.

A "Test Group" allows you to separate your overall Audience into the appropriate and necessary segments given your research goals. Test Groups are meant to be flexible to support whatever your study might need or insights you might be after.

Example Audiences

IHUT Trial with 1 audience:

• Example audience:
  • N=100 completes, N=120 placements
  • Age 18+
  • Dog owners
  • Primary or shared shopping responsibility for dogs
  • Current consumers of dog treat category
  • Open to trying jerky treats

...

IHUT Trial with 1 primary audience and 2 test groups:

• Example audience:
  • N=150 completes, N=180 placements
    • N= 75 completes/90 placements for BBQ chips (test group 1 – 50%)
    • N= 75 completes/90 placements for Salt & Vinegar chips (test group 2 – 50%)
  • Age 18+
  • 50%/50% gender
  • Household Income $50k+
  • Primary or shared responsibility for purchasing food for household
  • Buyers of potato chips (past 6 months)
  • Non rejector of BBQ flavored chips (for BBQ group) and salt & vinegar flavored chips (for salt & vinegar group)

...

Concept test with 1 primary audience and 2 quotas:

• Example audience:
  • N=300 completes
  • Parents of children in diapers
  • Primary or shared responsibility for purchasing diapers
    • 70% currently purchasing mainstream diapers (Pampers, Huggie, Luvs, store brand)
    • 30% currently purchasing premium diapers (Honest, Millie Moon, Coterie)

...

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