Compare Audiences
Keep questions and materials consistent when comparing segments or markets.
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Compare audiences when the decision depends on who responds. The same offer can mean different things to first-time buyers and experienced customers.
Design a fair comparison
Choose the audiences in New Task and inspect each definition. Keep question wording, answer options and stimuli consistent. Set respondent counts for each audience deliberately; unequal counts are not automatically wrong, but they change how a pooled total should be read.
For a cross-market comparison, use the same underlying concept and preserve the meaning of the questions. Record differences in language or material that might influence answers.
Run and inspect
Use a Survey, Interview or Preference test appropriate to the decision. Review the total scope and estimate before running.
Read each audience separately before the combined summary. In Explorer, select an answer and use audience or demographic breakdowns to inspect where the pattern comes from. Compare the actual denominators and the material each group saw.
If you run separate tasks, keep the setup documented. A difference between two runs can come from changed questions, audience definitions or material, not just the segment label.
Explorer
Illustrative counts; overlapping choices are not added.
Select and inspect a group
Start with an answer option and inspect the resulting group.
Turn the difference into a decision
Look for a specific implication: localize a claim, investigate a concern, or test an offer with one segment first. Include contradictory responses in the report.
Costs reflect the combined respondent and question scope. See Pricing & credits. More audiences increase coverage, not certainty that a future campaign will perform as predicted.