Overview

Subgroup Boosts adds targeted sample to a specific subgroup within your audience, such as Hispanic consumers, African American consumers, or Gen Z (18–24), so you can get a reliable read on that group without changing your core audience.

Standard samples often don't include enough of a key subgroup to analyze on their own, and comparing to an external benchmark isn't the same as comparing to your own audience. Subgroup Boosts solves this by adding depth exactly where you need it, without the trade-offs of oversampling or building a separate custom audience.

Subgroup Boosts helps you answer questions like:

• Is this idea stronger with a specific subgroup than with the total market?
• Are we underperforming among a particular group of consumers?
• Should we prioritize investment toward a specific demographic?
• Is our brand equity consistent across key audiences?

How it works

When setting up a project, you'll see the option to add a Subgroup Boost, with available subgroups to choose from (for example, age or ethnicity groups).

• You select the subgroup you want to boost.
• Dedicated sample is added for that group, while your main audience stays unchanged.
• You can then analyze the boosted subgroup in your reports, comparing it against your overall audience, not an external benchmark.

Custom boosts

If you need to request a different profile to boost, you can request one. 

Please keep in mind that the request is subject to feasibility checks and will take up to 5 days to create. Reach out to your representative for more information on custom boosts.

Common use cases

• Thin default sample: Your standard audience doesn't include enough of a key subgroup (e.g., you need reliable Gen Z reactions to a new concept, but the standard sample is too small).
• Understanding audience differences: Comparing how one subgroup (e.g., Hispanic consumers) responds to a campaign versus the broader market.
• Informing growth or targeting decisions: Checking whether a specific demographic responds differently to a product innovation ahead of an expansion decision.

Availability and specifications

• Markets: UK and US
• Subgroups available by default: Age and ethnicity
• Other subgroups: Available on request, subject to a feasibility check
• Limit: One subgroup boost per project
• Sample: adds 100 respondents to the selected subgroup

Why it's different

• Preserves comparability: Unlike custom audiences, it keeps your category norms and cross-comparability intact.
• Targets precisely: Unlike oversampling, it adds sample to the specific subgroup you care about rather than the whole audience.
• Reports natively: Subgroup comparisons surface directly in your reports, rather than requiring manual, off-platform analysis.

Demo

Check out our article on Subgroup Analysis.