Advanced targeting attributes

Overview

Advanced targeting attributes let you target participants on a broader set of profile characteristics — languages spoken, employment, technology and devices, products and services used, and more — beyond the core audience fields in Targeting audiences effectively. These attributes are additive. Every existing targeting field (targetCountries, targetGenders, targetHouseholdIncome, the B2B firmographic fields, and so on) is unchanged and continues to work exactly as before. Advanced attributes are set through a single new object, advancedTargeting, when you create or update a project, and are available identically to B2C and B2B projects.

Advanced targeting is rolling out gradually and is enabled per organization. Contact your Respondent account manager to enable advanced targeting for your account. Until it’s enabled, advancedTargeting is not part of your available targeting surface.

How it works

advancedTargeting is a flat object whose keys are the attributes you want to target and whose values are the criteria a participant should meet:

{
  "advancedTargeting": {
    "languages": ["en", "es"],
    "streamingServices": ["netflix", "disneyplus"],
    "homeOwner": true
  }
}

Filters vs. signals

Advanced attributes use the same filter vs. signal model as the rest of targeting. For a refresher, see Targeting audiences effectively and participant qualification and filters.

We strongly recommend making an attribute a hard filter whenever it genuinely needs to be met — add its key to keyQualifiers. Keep it a signal only when you want a soft preference and broader reach.

Participants who haven’t set an attribute yet

Targeting an advanced attribute does not shrink your reachable audience to only participants who have already answered it. Participants who haven’t yet set that attribute can still match on your other criteria and be contacted; when they apply, they’re asked to complete the missing attribute and only continue if they qualify.

Available attributes

All attributes below are available on both B2C and B2B projects. Behavior shows whether an attribute is a soft signal by default (promotable to a hard filter via keyQualifiers) or always a hard filter. For each attribute’s allowed values, see the advancedTargeting schema in the Create a project reference — it’s generated from the API, so it’s always current.

Personal

Attribute	Type	Behavior
`relationshipStatus`	string	Signal · promotable
`languages`	string[]	Signal · promotable
`nationality`	string[]	Signal · promotable
`numberOfChildren`	number	Signal · promotable
`numberOfChildrenLiveAtHome`	number	Signal · promotable
`childrenBirthYears`	string[]	Signal · promotable
`livingSituation`	string	Signal · promotable
`homeOwner`	boolean	Signal · promotable
`pets`	string[]	Signal · promotable
`areaType`	string	Always hard filter

Professional

Attribute	Type	Behavior
`militaryServiceStatus`	string	Signal · promotable
`workSetting`	string	Always hard filter
`employmentStatuses`	string[]	Signal · promotable
`cloudPlatforms`	string[]	Signal · promotable
`codingAITools`	string[]	Signal · promotable
`designPrototypingTools`	string[]	Signal · promotable
`productivitySoftware`	string[]	Signal · promotable

Technology & devices

Attribute	Type	Behavior
`browsers`	string[]	Always hard filter
`computerOS`	string[]	Always hard filter
`programmingLanguages`	string[]	Always hard filter
`tabletOS`	string[]	Always hard filter
`smartphoneOS`	string[]	Always hard filter
`webcam`	boolean	Always hard filter
`mobilePhoneWithInternet`	boolean	Always hard filter
`headsetWithMicrophone`	boolean	Always hard filter

Products & services

Attribute	Type	Behavior
`streamingServices`	string[]	Signal · promotable
`foodDeliveryServices`	string[]	Signal · promotable
`onlineBankingTools`	string[]	Signal · promotable
`onlineLearningPlatforms`	string[]	Signal · promotable
`onlineMarketplacePlatforms`	string[]	Signal · promotable
`onlineTravelBooking`	string[]	Signal · promotable
`smartHomeDevices`	string[]	Signal · promotable
`socialNetworkPlatforms`	string[]	Signal · promotable
`vehicleBrands`	string[]	Signal · promotable

Health

Attribute	Type	Behavior
`healthWellnessApps`	string[]	Signal · promotable

Shopping

Attribute	Type	Behavior
`onlineShoppingFrequency`	string	Signal · promotable

Setting advanced attributes

Set advancedTargeting when you create a project (POST /v1/projects) or update a draft (PATCH /v1/projects/{projectId}). Add any attribute keys you want promoted to hard filters to keyQualifiers. In the create examples below, languages (B2C) / cloudPlatforms (B2B) are promoted to hard filters via keyQualifiers; the other set attributes act as soft signals; and the always-hard attributes (webcam, workSetting) filter automatically without appearing in keyQualifiers.

// POST /v1/projects
{
  // … required project fields — see "Create a project" in the API reference
  "publicTitle": "Streaming habits study",
  "targetMarketType": "b2c",
  "advancedTargeting": {
    "languages": ["en", "es"],
    "streamingServices": ["netflix", "disneyplus"],
    "homeOwner": true,
    "webcam": true
  },
  "keyQualifiers": ["languages"]
}

// POST /v1/projects
{
  // … required project fields — see "Create a project" in the API reference
  "publicTitle": "Cloud engineering panel",
  "targetMarketType": "b2b",
  "advancedTargeting": {
    "employmentStatuses": ["employedfulltime"],
    "cloudPlatforms": ["aws", "googlecloud"],
    "workSetting": "remote"
  },
  "keyQualifiers": ["cloudPlatforms"]
}

// PATCH /v1/projects/{projectId}
{
  "advancedTargeting": {
    "streamingServices": ["netflix", "hulu", "max"]
  },
  "keyQualifiers": ["languages", "streamingServices"]
}

Updating and clearing attributes

On PATCH /v1/projects/{projectId}, advancedTargeting is merged per attribute — send only the attributes you want to change:

Goal	What to send
Set / change an attribute	Include the key with its new value
Clear an attribute	Send the key with the value `null`
Clear an array attribute	Send `[]` — it’s stored as an empty list and treated as no target (no filter, no signal)
Leave an attribute unchanged	Omit the key

keyQualifiers is not merged — it’s replaced as a whole, so always send the complete set of hard filters you want in effect (send [] to remove all of them).

Clearing examples

// PATCH /v1/projects/{projectId}
{
  "advancedTargeting": {
    "languages": ["en"],          // set / change
    "relationshipStatus": null,   // clear (remove the target)
    "streamingServices": []       // clear an array attribute (no target)
    // workSetting omitted        // left unchanged
  },
  "keyQualifiers": ["languages"]  // replaces the whole hard-filter set
}

Getting started

Projects

Screeners and Responses

Messaging

Webhooks

Guides

Advanced targeting attributes

Overview

How it works

Filters vs. signals

Participants who haven’t set an attribute yet

Available attributes

Personal

Professional

Technology & devices

Products & services

Health

Shopping

Setting advanced attributes

Updating and clearing attributes

See also

​Overview

​How it works

​Filters vs. signals

​Participants who haven’t set an attribute yet

​Available attributes

​Personal

​Professional

​Technology & devices

​Products & services

​Health

​Shopping

​Setting advanced attributes

​Updating and clearing attributes

​See also

Overview

How it works

Filters vs. signals

Participants who haven’t set an attribute yet

Available attributes

Personal

Professional

Technology & devices

Products & services

Health

Shopping

Setting advanced attributes

Updating and clearing attributes

See also