Representative Audiences

What is a Representative Audience?

Zappi's Representative Audiences connect you with the people who truly drive your brand’s growth, through high-quality, predictive, and efficient samples that balance reach, feasibility, and research rigor. This audience option uses country level demographic quotas to create a real-market representative sample.

We include not only loyal customers, but also light buyers and non-buyers, a group shown by empirical research to be a primary source of brand growth. Since the top 20% of buyers typically generate only half of total sales, focusing solely on loyal customers overlooks the other 80% who have the potential to drive growth. You can measure true market impact, engage more light and non-buyers, and build sustainable brand growth with this broader approach.

Benefits of Representative Audiences

It’s best practice to consistently use an audience that contains the broadest definition of your category's target customer. By using a Representative Audience, you are reaching the same category sample each time you test. 

Highly Predictive

• Gain more accurate market insights by including broad category buyers, not just loyal customers. This prevents overstatement of market potential and provides stronger signals for decision-making. 
• Identify whitespace since you aren’t eliminating as many potential buyers with a more narrow audience build. 
• This broader audience gives you a truer, more complete view of your market potential. And it works! Our advertising solution, Amplify, is proven to be 60% more predictive of in-market outcomes compared to other research approaches.

Compare beyond your business

• Enable meaningful comparisons across brands and categories while maintaining flexibility for detailed analysis. 
• Easily drill down into specific audience segments or pull back to see the bigger picture, all while comparing your results to real-time norms and benchmarks to identify your most important target groups. 
• Gain context and confidence in your results through consistent, broadly comparable datasets.

Connected Insights

• Create a learning system that builds insights over time with consistent audience sampling. Each project contributes to pattern recognition and benchmarking, enabling faster, more affordable, and scalable research that continuously improves your understanding.
• Take advantage of profiles and filters to further segment and compare audiences within the same dataset, so you don’t sacrifice specificity in your analysis. Profiles help you to narrow down the dataset using the chosen demographics and adjust the corresponding norm. Filters let you look at a subgroup of respondents based on demographics such as region, or their answers to your custom questions. 

How representative audiences work on our solutions

Our Amplify and Activate It solutions are built to work with categories that link to fixed Representative Audiences. Since they include research-approved quotas (age, gender, and income) as well as a broad, category-based screening questions for decision makers, they create a stable sample that delivers high quality insights. 

Solutions that use Representative Audiences exclusively:

• Amplify Suite
• Activate It