Audience Selection

You can easily select the audience you want to talk to when configuring your survey. You get audience recommendations based on what you use most often or recently used/created, and detailed information about the audience of your choice.  This leads to:

• Increase in your audience reuse rate and thus higher consistency of your data asset.
• Faster & easier identification of relevant audiences. 

Zappi’s approach to audience selection helps you get higher value out of your survey data. The more consistent your audiences are, the more you can learn across multiple projects, inspire your future ideas and make your advertising and innovation more effective. 

As Kate Schardt, Sr Director of Global Insights at PepsiCo puts it “You can't make a meta analysis of Swiss cheese data. You can't have a standard in terms of what is effective advertising [or innovation], if you have everyone choosing their own adventure in terms of who they want to talk to. That doesn't fit with How Brands Grow science. You have to have consistency and you need to talk to a relatively broad sample.”

How does it work?

When selecting your audience, you get dynamic audience recommendations based on:

• Most recently used (used the audience before and recently)
• Most frequently used (used the audience before and often)
• Newest, i.e. created most recently (not used the audience but have had it recently created)

These recommendations are based on your personal use, your company use, and Zappi-wide use in that order. This means the audiences used by the user are ranked higher, then the audiences used by the organization, and lastly the audiences used Zappi-wide.

You get topline information about each audience right in the audience list and should you want to know more, you can access the detail of each audience by clicking the expansion button - this includes usage IR, screening, quotas and more. 

The Audience Details provides a clear breakdown of how your targeting is defined, across two tabs: Survey and Quotas.

Survey Tab

The Survey tab displays key information for each screening question used in audience targeting.

Displayed Elements:

• Question Text
• Answer Options
• Question Type: Indicates if respondents can select:
  • Single-choice – only one answer
  • Multi-choice – multiple answers

Quota Information: Shows how each answer option is categorised:

• Qualifying: respondents must select these answers to qualify for the survey.
• Disqualifying: respondents who select these answers will be disqualified and removed from the survey.
• Filler: these answer options disguise your qualifying and disqualifying answers. If a respondent selects only filler answers, they will not qualify. (Only for multi-choice questions)

• Answer Settings: Indicates how answer choices are presented:
  • Fixed: Anchors an option in place when other choices are randomised.
  • Randomised: Shuffles answer choices to minimize order bias.
  • Exclusive: Deselects all other options when selected (e.g., "None of the above").

Quotas Tab

The Quotas tab outlines how each question and answer option contributes to audience qualification.

Displayed Elements:

• Question Text
• Answer Options
• Question Type: Indicates if respondents can select:
  • Single-choice – only one answer
  • Multi-choice – multiple answers
• Quota Groups: Shows how qualifying answer options are grouped and what percentage of the audience should fall into each group.

To access your audience library, please follow the below video guide.

Note: This is only accessible for Admin users.

FAQ

For which Zappi solutions is the above audience selection applicable?

At the moment it is available for all Zappi solutions except for Amplify, Activate It & Prioritize It. We’re working on a similar approach to audience selection for these solutions which will be available in the near future.

Why do Amplify, Activate It & Prioritize It audiences appear in the audience selection?

Audiences for these solutions use specific broader category audiences. These broader category audiences are available to reuse on other solutions in order to improve data consistency (e.g. a customer that uses Amplify for their ad development but tests some of the creative on the Creative Suite can easily use the same audience). 

Do I get to see all the available audiences?

Yes, you get to see all the available audiences but you see them ranked based on your usage as explained above, and you can filter, search, and see topline information about each audience so you can easily identify the right one.

Can a customer see other customers’ audiences?

No, unless they have been created as a shared audience.

Why do I see audiences that are for a category other than the one I have selected?

The more you and your organization uses the platform, the more relevant audience recommendations you will get, so in most cases you should only see only recommendations relevant for your category.  In the near future we will implement a linkage between an audience and a category, so you will only see the categories relevant for your audience in all instances, even if you’re a new user. In the meanwhile you can use the search functionality to narrow down the audience list.