Overview of targeting options

Google Surveys is available to researchers in countries listed in the availability article, who can target our surveys to different countries across two 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.

Google Surveys doesn't support emailing surveys to a list of contacts, instead you can do this with a Google Form. This will enable you to send surveys with a link to your form and have the results automatically captured in a spreadsheet for review. All you need is a Google account to use Google Drive.

For more information please refer to the links below:

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 afterwards 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, but we do weight the results after the survey is complete, provided we have ground truth data available for the country and the demographics of the survey sample don’t vary too far from our ground truth data set (learn more about our weighting methodology here). You can check whether a country has weighting available in the chart below. 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 higher degree of sampling bias, but when weighting is possible, these surveys can still be useful for analyzing trends of cycles within a population.

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 Weighting Available
Algeria Convenience French    
Argentina Convenience Spanish   Yes
Australia Representative English Yes Yes
Austria Convenience German   Yes
Belgium Convenience French   Yes
Bolivia Convenience Spanish    
Brazil Representative Portuguese Yes Yes
Canada Representative English

French (Android only)

Yes Yes
Chile Convenience Spanish   Yes
Colombia Convenience Spanish   Yes
Costa Rica Convenience Spanish   Yes
Denmark Convenience Danish   Yes
Dominican Republic Convenience Spanish   Yes
Ecuador Convenience Spanish   Yes
El Salvador Convenience Spanish   Yes
Finland Convenience Finnish   Yes
France Representative French   Yes
Germany Representative German Yes Yes
Ghana Convenience English    
Greece Convenience Greek   Yes
Guatemala Convenience Spanish   Yes
Hong Kong Convenience English   Yes
Hungary Convenience Hungarian   Yes
India Convenience English   Yes
Indonesia Convenience Indonesian   Yes
Ireland Convenience English   Yes
Italy Convenience Italian Yes Yes
Japan Representative Japanese Yes Yes
Kenya Convenience English   Yes
Korea (South) Convenience Korean   Yes
Malaysia Convenience English   Yes
Mexico Representative Spanish Yes Yes
Morocco Convenience French   Yes
Netherlands Convenience Dutch Yes Yes
New Zealand Convenience English   Yes
Nigeria Convenience English   Yes
Norway Convenience Norwegian   Yes
Pakistan Convenience English   Yes
Paraguay Convenience Spanish    
Peru Convenience Spanish   Yes
Philippines Convenience English   Yes
Poland Convenience Polish   Yes
Portugal Convenience Portuguese   Yes
Russia Convenience Russian   Yes
Singapore Convenience English   Yes
South Africa Convenience English   Yes
Spain Representative Spanish   Yes
Sweden Convenience Swedish   Yes
Switzerland Convenience German   Yes
Taiwan Convenience Chinese Traditional   Yes
Thailand Convenience Thai   Yes
Turkey Convenience Turkish   Yes
Uganda Convenience English    
United Arab Emirates Convenience English   Yes
United Kingdom Representative English Yes Yes
United States Representative English

Spanish (Android only)

Yes Yes
Uruguay Convenience Spanish   Yes
Venezuela Convenience Spanish   Yes
Vietnam Convenience Vietnamese   Yes

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.

Convenience Sampling in targeting UI


Convenience vs Representative Sampling

With a convenience sample, respondents will be surveyed on a first come first serve basis. Results will still be weighted by age and gender to match the country’s population if we have demographic data available for that country and the sample collected does not vary greatly from the country demographics. To understand the impact of weighting, you can consult the bias table at the bottom of your final survey results.

Learn more about the differences in our two sampling methodologies.

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