Target Audience Changes & Feasibility Response Timelines

If you plan to change the Target Audience from what was agreed upon during the proposal stage, here are some key considerations, along with examples of what constitutes a Target Audience (TA) change.

Examples of Target Audience changes

A TA change includes any update that affects who qualifies, for example:

• Age range, location or geography, language requirements

• Occupation or industry, income bands, education level

• Product ownership or usage, subscription status, brand usage

• Behavioural criteria, for example “purchased in last 1 month” versus “last 6 months”

• Quota structure changes, for example: adding a new segment split, changing the quota percentage splits.

What are the potential impacts?

The potential impacts to changing your TA are as follows:

1. On your timeline

2. On your costs

Disclaimer: If you're using our bulk credit package and we have not yet agreed upon a target audience, don't worry, this situation doesn't apply to you!

Why Target Audience changes impact timelines

When you narrow down to a more niche Target Audience, it becomes more difficult to find qualified respondents. This means additional time is needed to:

• Re-run feasibility checks
• Re-evaluate recruitment strategy
• Ensure the required completes can still be achieved

If you are broadening your Target Audience, timeline impact is generally unlikely, but will still be reviewed on a case-by-case basis.

What is a feasibility check?

A feasibility check estimates:

• Incidence Rate (IR), which is the likelihood respondents will qualify based on the Target Audience

• Overall recruitability to achieve the required completes within the desired timeline

Feasibility helps ensure project timelines and sourcing approach are realistic before fieldwork begins.

Timeline impact (policy)

If the Target Audience is changed after feasibility has been shared or after a proposal has been prepared, additional time may be required to re-check IR and adjust the recruitment approach.

Timeline impact (policy):

• Malaysia: project may be delayed by up to 1 week

• Outside Malaysia: project may be delayed by up to 2 weeks

Why Target Audience changes impact costs

If TA changes reduce IR, the audience becomes harder to recruit. This may require additional sourcing effort and can result in additional cost implications, on top of any timeline extension.

After-hours and urgent requests

We understand some requests come in after business hours. In these cases, feasibility turnaround may vary depending on:

• Target Audience complexity (broad vs niche)

• Market(s) involved

• Current fieldwork priorities

To support faster turnaround, please include:

• Market(s)

• Required completes

• LOI (if available)

• The latest Target Audience or screener wording

• Your preferred deadline (date and time)

We will do our best to meet your requested timeline. If this is not possible, we will get in touch to discuss the next best option.

How to avoid delays

To minimise timeline shifts and cost changes:

1. Finalise TA before proposal confirmation where possible.

2. Separate must-have versus nice-to-have criteria early so we can advise on feasibility trade-offs.

3. Avoid TA changes after survey scripting or setup begins unless necessary.

Need help?

If you are unsure whether a TA change will impact IR, timelines, or cost, share the updated TA and we will advise on the expected implications.