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.

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

English

French (Android only)

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

English

Spanish (Android only)

Yes
Uruguay Convenience Spanish  
Venezuela Convenience Spanish  
Vietnam Convenience Vietnamese  

 

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.

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