Creating custom target groups

Custom target groups are how you define the exact audience you want to analyze. Combine demographics, psychographics, behaviors, and attitudes to build a group, then filter your entire analysis through it or compare it to the broader population.

Once your target group is set, every result in the tool reflects that audience, based entirely on verified survey data.

How to build a target group

1. Click the Target Group button in the navigation panel (on the right side of the tool).
2. Choose Create target group. Add filters one by one. You can combine demographic variables such as age, gender, income, and location to define your audience. For example, you could build a target group of women aged 25–34 with a high household income.

3. Name and save your target group. It'll be available in the filter panel for any analysis you run in that session.

A few practical notes on target groups

• The more filters you add, the smaller the sample gets. Watch the n= figure in the bottom right, if it drops below around 100, the data becomes less reliable.
• You can save multiple target groups and use them as columns in a cross-table to compare audiences side by side or switch between them in your filters.
• Predefined target groups are available if you want a starting point: look for 'Predefined target groups in the Target groups section of the navigation panel. These include segments like Gen Z, Millennials, high-income households, and others.