July 18, 2025
4 minutes
respondent targeting
targeting in market research
sample targeting best practices
audience segmentation
survey targeting
In today’s data-rich world, getting answers isn’t the challenge. Getting the right answers—from the right people—is what separates good research from great research.
Whether you’re a seasoned market research agency or a brand venturing into DIY territory, one thing remains true: respondent targeting is the backbone of quality insights. A perfectly designed survey can still fall flat if it’s answered by the wrong audience. And no amount of clever analysis can fix poor sample selection.
At DataDiggers, we power studies across more than 100 countries and millions of panelists. Here’s what we’ve learned about how to approach targeting the right way—and how you can avoid the pitfalls that plague even experienced researchers.
Age, gender, and location are a start—but they’re rarely enough. Today’s insights demand behavioral, attitudinal, and situational targeting.
Ask yourself:
For B2B, this could mean filtering by job title, industry, seniority, or department. For consumers, look at lifestyle habits, brand usage, or media behavior. At DataDiggers, our MyVoice panels are profiled using over 70 data points—so you can get specific without sacrificing feasibility.
While precision is key, over-targeting can restrict feasibility, drive up costs, and elongate field time. It’s a delicate balance: being too broad risks irrelevant data; being too narrow risks under-delivery.
What to do instead:
Our team often works with clients to reshape specs to maintain insight integrity while improving delivery speed and cost-efficiency.
Too often, researchers rely on long screeners to qualify participants mid-survey. This not only increases dropout but also invites dishonesty. Instead, pre-qualify using deep profiling data wherever possible.
For example, instead of asking whether someone owns a hybrid car at the start of a survey, use panel profiles that already have this information verified and updated.
Bonus: Our profiling engine in MyVoice is dynamic—meaning data is refreshed regularly through in-survey validations and behavioral modeling, reducing reliance on outdated static attributes.
In multinational studies, targeting isn't one-size-fits-all. Definitions of “middle income,” “tech-savvy,” or even “millennial” differ drastically by market.
Our advice:
With panels in 30+ countries across five continents, DataDiggers helps clients adapt targeting frameworks to fit real-world local conditions—whether you're researching in Tokyo or Toronto.
Certain targeting criteria increase exposure to fraud or gaming behavior. High-value targets (e.g., IT decision-makers or rare medical conditions) can attract fraudulent attempts or “professional respondents.”
What to look out for:
We address this with multilayered safeguards: GeoIP validation, digital fingerprinting, deduplication, reCAPTCHA, and AI-driven fraud detection tools like Research Defender and IPQS.
Good targeting doesn’t stop at fielding—it sets up smarter segmentation in analysis. Instead of running one-size-fits-all surveys, consider targeting based on your end analysis plan. Will you compare early adopters vs. late majority? B2B decision-makers by department? Consumers by purchasing behavior?
Start with the end in mind, and make sure your targeting plan supports those cuts meaningfully.
Why This Matters
Poor targeting means:
Smart targeting means:
In short: you can’t fix targeting mistakes with analytics. The best data stories begin with the right audience.
At DataDiggers, we’ve built our targeting approach around quality, flexibility, and trust. From deeply profiled MyVoice panels to advanced filtering in Brainactive, we help brands and agencies target with surgical precision—without sacrificing feasibility or inflating budgets.
Need help refining your audience strategy?
Let’s talk. Visit www.datadiggers-mr.com or reach out to explore how we can support your next project with smarter targeting and better data.
