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Audience (Step 1b)

Audience is the second step of the Brief. Here you define three things that together describe who takes the survey and how they’re profiled: the languages it runs in, the screener questions that qualify respondents, and the demographic fields you collect. These feed directly into Study Groups, so this step comes before them.

Languages

Section titled “Languages”

Choose the language(s) the survey will be delivered in — at least one is required. vDynamiq generates the respondent-facing content, including narration, in each language you select.

  • How to do it: select each language you want the survey offered in.
  • Best practice: only add languages you’ll genuinely field — each one is content to review. Add more later if you expand.

Screener questions

Section titled “Screener questions”

Screener questions qualify respondents before the survey begins. Each screener has answer options, and each option carries an action: Continue or Terminate. Options marked Continue let the respondent proceed; options marked Terminate screen them out.

  • How to do it:
    1. Add a screener question — for example, “Do you own an electric two-wheeler?”
    2. Add its answer options.
    3. For each option, set the action to Continue (qualifies) or Terminate (screens out).
  • Best practices:
    • Screen for behaviour (“Have you bought…”) rather than mere interest.
    • Make each option’s action unambiguous — every answer should clearly qualify or disqualify.
    • Add an industry exclusion (e.g. works in market research/advertising → Terminate) where insider bias is a risk.
  • Tip: keep screeners short and factual. Save substance for the scenes; screeners only decide who’s in.

Demographic fields

Section titled “Demographic fields”

Demographics profile qualified respondents and provide the attributes that Study Groups segment on. Each field has:

  • A Field label — what the respondent sees (e.g. Age, Region).

  • A type — Choice (fixed options) or Text (free entry).

  • Options for choice fields — comma-separated (e.g. 18-24, 25-35, 35+).

  • A Variable name — a snake_case identifier (e.g. owns_ev) used to reference the field, including in group conditions.

  • A Section — the survey tab the field appears on; fields sharing a section appear on one tab. Leave blank for the default tab.

  • How to do it:

    1. Add a field from the library or choose Define your own.
    2. Set its label, type, and (for choice) its options.
    3. Give it a clear snake_case variable name.
    4. Optionally assign a Section to group related fields onto the same survey tab.

  • Best practices:

    • Prefer Choice fields for anything you’ll segment on — groups build conditions from choice options, not free text.
    • Keep option sets clean and non-overlapping (e.g. clear, contiguous age bands).
    • Name variables predictably (age_band, region, gender) so group conditions read clearly.

  • Tip: use Sections to keep the demographics screen tidy when you have many fields.

How this feeds the rest of the study

Section titled “How this feeds the rest of the study”
LanguagesWhat the survey speaks
→
ScreenersWho qualifies
→
DemographicsHow they're profiled
→
Study GroupsHow they're segmented

Where to go next

Section titled “Where to go next”