Getting feedback from all your target personas is easy with UserTesting. You can add multiple distinct audiences to a single study making it simple to optimize experiences for all your customers.
What is an audience?
A audience, sometimes known as a participant group, is a subset of testers that match your demographic and screener criteria. If you have more than one group of target participants, you can add multiple audiences to your study with different criteria and screener questions (example: 5 business owners that are current customers, and 5 business owners that are not current customers). The participants from each audience will complete the same test tasks.
How it works
Within in the study creation process, you can add multiple audiences to a single study. Start with Select Audience. On the next page, you'll be able to add the demographic filters and screener questions for your first audience.
To add another audience, simply click Add Audience.
If your audiences are fairly similar, you can also use the ellipsis menu to Duplicate the audience and then make your adjustments to the screening criteria.
For each user group, you can specify the demographics of your participants and the device you want them to use.
This will result in two specific group of users that will participate in the same study.
Tip: Your audiences will be untitled by default, but click anywhere in the "Untitled Audience" text box to edit the name. This will make it easier to distinguish your audiences. You can also save your audiences for future use. Learn more about using saved audiences.
Adding screeners to audiences
In addition to demographic filters, you can also add screeners to each user group.
Here is an example to illustrate the usage of screeners. A cycle shop that sells and services bicycles may want to have an inventory of products that appeal to current cyclists and potential cyclists. A single study can be set up to get feedback on their current product inventory targeting both personas.
Current cyclists would form the first participant group. Only participants that answer [yes] to the screener question ‘Do you currently own and ride a bicycle?’ will enter into this group.
The second group will be comprised of potential cyclists. Participants entering this group will need to answer two screeners questions. The first screener will only select people who don’t own or ride a bicycle. And the second screener is selecting for those who don’t own or ride a bicycle but are INTERESTED in purchasing and riding a bike in the future.
Five cyclists and five potential cyclists will then take the same test reviewing the current inventory of the bicycle shop.
For more help with writing screener questions, visit this article.