Compare Audiences
Compare the same research question across audiences without hiding differences in scope.
Use this playbook when the decision depends on how different populations respond to the same question, offer or concept.
Keep the comparison fair
Choose audiences whose definitions and source coverage answer the intended comparison. Keep the wording, material, method and outcome measure consistent. Record meaningful differences in market, language, source evidence or access.
Open New Task, select the audiences and set the respondent count for each one. Review each audience definition and the combined estimate before running. Do not pool different audiences into one headline result when their scopes are not comparable.
Inspect the difference
Use Explorer to compare answers, segments and denominators. Preserve the selected audience and filter criteria when sharing a finding. A difference can reflect audience composition, source coverage, wording or model uncertainty; it is not automatically a causal effect.
Decide what to do next
Use the result to choose a follow-up question or real-world test. For a consequential decision, Validate with real world data using comparable audiences and outcomes. Review Pricing & credits before rerunning with a larger panel.