Survey a Specific Audience in India: Who You Can Reach, and How

Our panel is app-based and India only. Its members are everyday consumers who take surveys and earn rewards, plus professionals such as doctors and carpenters. They are real people: profile data (age band, gender, city, NCCS, segments) comes from profiling the existing user base, and survey responses are collected from those members, not generated, modelled or bought. No category or brand field is documented, so ask which behavioural segments exist and always screen. Three tools do the job.

• Targeting field. A profile attribute enforced before the survey opens: city or tier, gender (male or female), age band (18-24, 24-35, 35-45, 45-55, 56-90) and NCCS A1 to C1. It is cheap and exact, but it cannot say what someone buys.
• Screener. Questions at the start of the survey that confirm category use, recency or interest. People who fail are screened out and do not count towards a response bundle.
• Behavioural segment. A grouping such as two-wheeler owners or online grocery shoppers, requested as an audience attribute. Ask which segments exist for your category, and still add a screener to confirm.

Region is not a single field. You reach one by naming its cities, and any Indian city can be named; South India consumers shows how. Full field rules are in the audience targeting guide.

Use the table to brief a provider. Every category audience needs a screener. The rule shown is a starting point to adapt, not a tested standard.

We publish no counts for any category, brand, profession or region. Ask for a feasibility count for your exact audience before you commit.

A screener that says "Do you use Brand X?" tells people what to click. One practitioner guide advises avoiding yes or no screeners, adding one or two red herring options, and masking the true survey topic (GLG).

Ask for behaviour in a list: "Which of these did you buy in the last 3 months?" Put the target among decoys. Qualify on the answer you want, then ask recency and frequency. Keep it short and test it on colleagues. If they can guess the right answer, so can respondents.

Incidence is the share of people who enter the survey and pass the screener. People screened = qualifiers needed ÷ incidence. Say you need 400 qualifiers.

Criteria multiply. If 25% bought the category in the last 6 months and 20% of those bought the type you want, incidence is 0.25 × 0.20 = 5%, so 400 ÷ 0.05 = 8,000 people screened. A 100-response pilot at 5% needs 2,000.

Targeting can raise incidence. If 8% of the open pool qualify, 400 ÷ 0.08 = 5,000 are screened. If targeting an age band and city tier lifts that to 15%, it is 400 ÷ 0.15 = 2,667. Cell quotas bite hardest: a cell of 100 in a 2% group means 5,000 screened.

Low incidence means more screening, longer field time and a risk that a cell does not fill. Plan the smallest group you will report, and merge cells if it will not fill. Read sampling methods in India for how samples bias.

ESOMAR's 37 Questions to Help Buyers of Online Samples, as reproduced in EMI's answer document, ask providers what profiling data they hold on panel members (its question 13) and what information they need to estimate feasibility, with upper and lower bounds (its question 14). Turn them into a checklist.

1. What is the feasible count for my exact audience, and what range around it?
2. What incidence do you assume, and from what evidence?
3. Which fields are targeting, and which are screened inside the survey?
4. Which cells can interlock, and which are too small?
5. Can you reach this profession or niche at all, and with what consent?
6. How are respondents verified? See verified respondents.
7. Which languages can the survey run in?
8. What happens to screen-outs, quota overfill and a cell that stalls?

The same list works for any provider. Compare answers, not brochures. See also consumer panels in India.

The panel is smartphone-only, so households without a smartphone are not reached. It covers India only. Feasibility for a narrow audience depends on incidence, and a rare group may not fill. Professional audiences need a feasibility check before you plan on them, and studies of doctors or patients need consent and safety-reporting handling. Our pharma guide covers that.

If your job is a consumer survey in India among a defined audience, this is the 400-qualifier study above at list price. Screened-out people do not count towards a response bundle.

Pro is sold in bundles of 400 to 1,000 responses and costs 20% less per response than Plus. Enterprise pricing is custom.

The SuperJ network has a 25M+ consumer footprint. The survey-eligible panel is a subset, and availability depends on your targeting. Members complete Aadhaar-based KYC once, and each study receives a zero-knowledge proof of verification. Surveys run in as many Indian languages as the study needs. Quality checks flag speeders, straight-lining and inconsistent answers. Read /panel-methodology and pricing.

The limit: the app reaches smartphone users only.