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Target your survey based on respondent attributes
Target your survey based on respondent attributes

Use the information you know about your visitors, like their plans, company or role, to target your surveys

Agnieszka avatar
Written by Agnieszka
Updated over a week ago

Attributes are any pieces of information you know about a respondent and that are stored by your website or web app. Targeting your survey based on respondent attributes lets you use the information you store in your database or website to:

  • create Audiences based on similarities between your website's visitors,

  • target surveys based on demographics, department, or type of company someone works in,

  • make sure that only users with certain characteristics will be shown the survey,

  • collect relevant feedback by triggering a survey only to a chosen group of visitors,

  • filter your responses for better respondent sampling and analysis.

In this article, you'll learn how to create an Audience and choose who should belong to it based on respondent attributes to ensure you show the survey to your target group.

📌 This feature is available on some of the plans. Please visit our Pricing page or reach out to us to learn more by dropping us a line at or talk to us on chat 👉

Step 1. Collect respondent attributes

1. To collect and use attributes, you need to paste an additional code right before the regular Survicate tracking code on your website. If you haven't installed the Survicate tracking code yet, check this article to see how.

Here's an example code to pass user attributes and custom attributes:

<script type="text/javascript">
  (function(opts) {
      opts.traits = {
          "email": "Respondent's email",
          "first_name": "Respondent's name",
          "last_name": "Respondent's last name",
          "my_custom_attribute": "Custom attribute value"
  })(window._sva = window._sva || {});

❗️Your developer has to modify the code with proper values in order to work correctly. We have prepared developers' documentation, which will be useful for your team to set up.

You can choose which attribute you want to collect on your website and use it later on in targeting.

Step 2. Target respondents using attributes

1. To set up attribute-based targeting after passing attributes to Survicate, go to the Target > Audience section of your Website or in-product survey.

2. Click the New Audience button, give your audience a name and click Create Audience.

3. Pick Attributes under the Add Filter button:

4. You are able to pick whether you'd like to include or exclude the visitors with a specific attribute:

You can add up to 50 attributes to a filter.

💡 Let's imagine you are interested in targeting visitors from small companies (with up to 50 employees). If company_size is an attribute that has already been created and used before, you'll find it in the drop-down list of the attributes.

In our case company_size should equal 50;

However, you may also be interested in targeting visitors who simply have a certain attribute assigned to them, no matter what its value is (e.g. purchase_id – for any visitors, who purchased from you, i.e., converted into paying customers) → In this case, please select has any value:

All the operators you can select here:

and the data types they support are as follows:

  • equals (string, numbers)

  • does not equal (string, numbers)

  • is greater than (numbers)

  • is greater than or equal (numbers)

  • is less than (numbers)

  • is less than or equal (numbers)

  • is between (numbers) - it includes the starting and ending number

  • is not between (numbers)

  • contains (string)

  • does not contain (string)

  • is true (boolean)

  • is false (boolean)

  • earlier than (date)

  • later than (date)

  • on the date (date)

  • is between dates (date) - it includes the starting and ending date

  • is not between dates (date)

  • has any value (all data types)

  • more than (days / hours) ago (numbers)

  • less than (days / hours) ago (numbers)

For the below operators, you are able to add multiple values:

  • equals

  • does not equal

  • contains

  • does not contain:

We support the following data types in attribute values:

  • string

  • numbers (integers and decimals, positive and negative)

  • boolean

  • date

❗️Attribute and attribute value names are case-sensitive. Please remember to use the upper case or lower case both on your website and in the Audience. If there is any discrepancy between the attribute you send to Survicate and the Survicate panel, the Audience will not work properly.

5. If you have two or more Attributes in the same audience, you can decide if we should trigger the survey when all of them match the visitor (AND condition) or only one of them (OR condition).

6. Once you are ready with the audience you'd like to filter, click Create Audience:

7. Enable the chosen Audience to display the survey correctly:

Step 3. Use multiple Audiences

1. If you have two or more filters in the same audience, you can decide if we should trigger the survey when all of these filters match the visitor (AND condition) or only one of them (OR condition).

2. If you have two or more audiences enabled, we trigger the surveys to all enabled audiences. The website visitor must match the requirements of at least one of the enabled Audiences (OR condition).

Step 4. Filter results by respondent attributes

The respondent attributes used to target your website's visitors are included in the Analyze tab of the survey, and some of them - are in User attributes next to a specific respondent.

1. Go to the Analyze tab of your survey, click Filter, and you'll see your Custom attributes to choose from:

❗️The attribute will be available to choose a filter after the survey receives at least one response with this attribute.

2. You can also see this attribute with its value in Analyze > Individual responses assigned to the respondent:


I don't see the survey even though I match the respondent attributes

If you don't see the survey, it's also possible you have already answered it. Please try changing the survey's frequency settings.

📞 If you have any questions about targeting a survey based on respondent attributes, please reach out to us at or strike up a chat conversation.

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