Overview of targeting options
Google Surveys is available to researchers in any country, and you can target our surveys to different countries across three different audience types. Google Surveys 360 is currently available in the United States and Canada.
Google Surveys offers two panels of respondents:
- Internet users reading content on a network of web-publisher sites using Google Opinion Rewards for Publishers
- Smartphone users who have downloaded and signed up to use an Android app called Google Opinion Rewards
Within these panels, we offer representative targeting for some countries, and convenience targeting for others (described below). You can find a full description of the Google Surveys panels and methodology in this whitepaper or in the product overview.
Targeting and sample types: representative vs. convenience
Representative targeting uses ground-truth data about a country’s population on three demographic dimensions (age, gender, and geography), and attempts to match the survey audience to reflect the same distribution of demographics. Google Surveys also uses weighting afterwords to more closely match the target population. We use the U.S. Census Bureau’s Current Population Survey (CPS) Internet Supplement as ground truth data in the U.S., and in other countries, we rely on a combination of government data and internal Google data sources.
Convenience targeting offers no guarantees of what age, gender, or sub-region within a country users will come from, and we do not weight the results after the survey is complete. We target these surveys to any users available who are located in the target country and speak the language your survey is created in (using their browser language settings). This creates a high degree of sampling bias, could vary greatly among surveys, and therefore won’t be as useful for analyzing trends or cycles within a population. However it can be useful for collecting basic data or insights within a country, and it enables collecting responses more quickly even if the sample population is harder to find.
In the following table, you can see details for each country in which we can survey users, what sample type we use, and what local languages we offer.
|Country||General-population targeting||Language||Android smartphone panel available|
French (Android only)
|United Arab Emirates||Convenience||English|
Spanish (Android only)
Standard website-satisfaction surveys are currently available only in English-language markets. You can write your own custom website-satisfaction survey in any of the languages where general-population and Android-smartphone-users targeting is available (includes English, Spanish, Portuguese, German, Italian, Dutch, and Japanese). Note that custom website-satisfaction surveys are not free.
We will continue to roll out to additional countries over time.