Choose Your Target Audience

Last Updated: Nov 30, 2016 10:17AM PST

There are many options available to you when choosing your target audience for a study. You can use 1 option or a combination of multiple options to hone in on a particular participant. These screening options are available on your order form when creating a test.

Demographic Fields

Demographic fields are collected when a user first joins the UserTesting panel. By selecting these demographic fields, you can control the distribution of your test, so that only users who meet your key demographics can view and accept the test.

The demographic fields that can be selected on all tests (desktop, mobile, or app) are: Age, Income, Gender, Country and Web Expertise.


The following are fields that can only be selected when creating a desktop test: income, web expertise, operating system, web browser.


Other Requirements

Other Requirements are displayed to participants before they accept your test. Participants are able to self-select whether or not they qualify. We rely on testers to use the honor system to determine which tests they actually qualify for.

This is a great option if you have a requirement outside of the provided demographic fields or to alert users of something that will be asked of them: e.g., "This test will require you to sign in with your Facebook account." For very specific requirements, a screener may be better for identifying qualified users.



Screeners are multiple choice questions that participants have to answer correctly before they're able to accept your test. Click here for more information on screener questions. Check out this article for helpful tips on writing screeners.

Example of All Three Options

Let's say you're looking for 25 - 35 year olds in the U.S. who make online purchases using their smartphones.

Approach #1:
Set the basic demographics

  • Age: 25 - 35 years old
  • Country: US
  • Other Requirements: "You must have completed an online purchase using your smartphone in the past 6 months."

Approach #2:
Set the basic demographics

  • Age: 25 - 35 years old
  • Country: US

Screener Question: When was the last time you bought something using your smartphone (Android or iPhone)?

  • Never. I've never purchased anything using my phone.
  • About a year ago. I rarely buy things using my phone.
  • Maybe 6 months ago. I sometimes buy things using my phone. [[ACCEPT]
  • A few weeks ago. I frequently buy things using my phone. [ACCEPT]

Reuse Your Favorite Users

We also encourage you to use our reuse favorite users features if you would like a follow up test. This can be extremely helpful when testing out new iterations based on previous feedback you received.
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