You can select up to four targeting trait categories per poll — but using all four isn't always the best move. The number of traits you choose directly affects how fast your poll completes, how large your respondent pool is, and how much your poll costs. Here's how to find the right balance.
The core tradeoff
Every targeting trait you add shrinks the pool of eligible respondents. Fewer available respondents means longer completion times and a higher chance of your poll timing out before it finishes.
Targeting complexity | Typical completion time (U.S. panel) |
No targeting (random audience) | 15 minutes to a few hours |
1–2 trait categories | 30 minutes to a few hours |
3–4 trait categories | Several hours to 1+ days |
Narrow traits + international panel | 1–3+ days, or may time out |
The main rule of thumb: use the fewest traits that give you a relevant audience. If one or two categories are enough to reach the right people, there's no benefit to adding more.
When fewer traits are better
Most polls only need one or two targeting categories. Here are some common situations:
You're testing a consumer product with broad appeal. If you're comparing two packaging designs for a snack food, targeting by gender or age range alone is often enough. Adding income, education, and shopping habits on top of that doesn't change the feedback meaningfully — it just slows things down.
You want results quickly. Fewer traits means a larger respondent pool, which means faster turnaround. If you're on a deadline, prioritize speed by keeping targeting minimal.
You're early in the research process. When you're still exploring, cast a wider net. You can always run follow-up polls with tighter targeting once you've identified patterns.
When more traits make sense
Sometimes three or four categories are justified:
Your product serves a narrow niche. If you're building a mobile game for female casual gamers aged 18–34, it makes sense to target gender, age range, and mobile gaming habits — those traits directly affect how relevant the feedback is.
You're making a high-stakes decision. For critical choices like a product launch or rebrand, matching your actual customer profile as closely as possible can be worth the extra time and cost.
Previous polls showed demographic splits. If a broad poll revealed that men and women had very different preferences, a follow-up poll targeted to one group can help you dig deeper.
Avoid common over-targeting mistakes
Don't filter by children's ages when "parent" is enough. We often see users select "Parents: Yes" and multiple children's age ranges — like ages 0–3, 4–5, and 6–11. Unless you specifically need parents of toddlers vs. parents of school-age kids, just "Parents: Yes" will get you the audience you need with one trait instead of two.
Don't target by traits that won't change the answer. Ask yourself: would someone's education level actually change how they respond to my book cover design poll? If not, skip it. You can add it as a demographic question instead to see the breakdown in your results without narrowing who takes the poll.
Don't stack "just in case" traits. Every extra category narrows your pool. If you're unsure whether a trait matters, leave it off for the first poll. You'll get results faster, and if the data shows you need tighter targeting, you can run a follow-up.
What to do if your poll is taking too long
If you've launched a poll with multiple traits and it's taking much longer than expected:
You can stop the poll early and review the responses you've received so far. You'll get automatic credit for unfulfilled responses.
Relaunch with fewer traits. Remove the least essential category and try again.
Broaden your selections within a category. For example, expand from one age range to two adjacent ranges.
Tip: You'll see a notification during poll setup if we expect your targeting combination to result in slower-than-usual completion. Pay attention to that signal — it's often worth simplifying before you launch.
A practical framework
Before launching, ask yourself these three questions:
Which traits define my actual customer? Start with the one or two that matter most.
Would removing a trait meaningfully change who responds? If not, drop it.
Am I okay waiting longer for results? If speed matters, err on the side of fewer traits.
When in doubt, start with a broader audience. You'll get results faster, and you can always narrow down in a follow-up poll.
FAQs
Does each option I select within a category count as a separate trait?
No. You can select multiple options within a single category and it counts as one of your four trait selections. For example, selecting both "White" and "Asian" under racial or ethnic identity uses one trait slot — not two.
Can I change my targeting after launching a poll?
No. If you realize your targeting is too narrow after launch, you can stop the poll (you'll get credit for unfulfilled responses) and relaunch with broader selections.
Are all trait categories available for international panels?
Yes, the same categories are available. However, international panels are smaller, so adding targeting traits to an international poll increases completion time more significantly than it would for a U.S. poll.