Available Demographics
Deepfield supports various demographic targeting options:Core Demographics
| Criterion | Options | Example |
|---|---|---|
| Age | Age ranges | 25-34, 35-44, 45-54 |
| Gender | Male, Female, Other | Female only |
| Country | Countries available | United States, Canada, UK |
Additional Criteria
Depending on your recruitment settings, you may also target:| Criterion | Description |
|---|---|
| Region/State | Specific geographic areas |
| Income | Household income ranges |
| Education | Educational attainment |
| Employment | Employment status or industry |
Setting Up Demographics
1
Select Your Panel
Go to the Recruit tab and select the panel you want to configure.
2
Open Demographic Settings
Click on the demographics section or “Edit Criteria.”
3
Select Criteria
Choose which demographics to target:
- Check the criteria you need
- Leave unchecked for any demographic
4
Set Values
For each criterion, select your target values:
- Age: Select ranges
- Gender: Select genders to include
- Country: Select countries
5
Review Incidence
Check how your criteria affect available participants.
6
Save
Save your panel with the demographic settings.
Age Targeting
Setting Age Ranges
Select one or more age ranges:- 18-24
- 25-34
- 35-44
- 45-54
- 55-64
- 65+
Age Targeting Tips
Gender Targeting
Options
- All genders: No gender filter
- Male: Male respondents only
- Female: Female respondents only
- Specific combinations: As needed
Gender Targeting Tips
Location Targeting
Country Selection
Select one or more countries where you want to recruit.Regional Targeting
If available, you can target specific regions within countries:- US states
- Canadian provinces
- UK regions
Location Tips
Combining Criteria
You can combine multiple demographics: Example: Young Urban Professionals- Age: 25-44
- Country: United States
- (Additional criteria if available)
- Age: 18-65
- Gender: All
- Country: US, Canada, UK
How Combinations Affect Incidence
Each criterion you add narrows your audience:| Criteria | Approximate Incidence |
|---|---|
| All adults | 100% |
| Adults 25-44 | ~35% |
| Adults 25-44, Female | ~17% |
| Adults 25-44, Female, US only | ~5% |
Demographic Best Practices
Start Broad
Match Your Market
Plan for Analysis
Consider Incidence
Demographics vs. Screening
| Method | When to Use |
|---|---|
| Demographics | Standard characteristics (age, gender, location) |
| Screening Questions | Behaviors, attitudes, or specific qualifications |
- Demographic: Ages 25-44, USA
- Screening: “Do you own a pet?” (Yes required to qualify)
Common Scenarios
Consumer Research
Broad demographics with behavioral screening:- Age: 18-65
- Gender: All
- Screening: Category purchasers
B2B Research
Professional criteria:- Employment: Full-time
- Industry: Specific sector
- Role: Decision makers
Youth Market
Young audience targeting:- Age: 18-24 or 18-34
- Additional: Platform usage, behaviors
Senior Market
Older audience targeting:- Age: 55+ or 65+
- Considerations: Device preferences, survey length
Common Questions
What if I don't care about demographics?
What if I don't care about demographics?
Leave criteria unselected to recruit a general population sample. You can still analyze by demographics using data collected during the survey.
Can I change demographics after publishing?
Can I change demographics after publishing?
Changes to active panels are limited. It’s best to set demographics correctly before publishing.
How accurate is demographic targeting?
How accurate is demographic targeting?
Accuracy depends on participant self-reported data. Generally reliable for common demographics.
Should I include demographic questions in my survey?
Should I include demographic questions in my survey?
If you need demographic data for analysis, include the questions in your survey. Panel criteria filter who can participate, but may not give you data to analyze.