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B2B survey audiences with published feasibility
Reachable counts, incidence and field timing for every audience we field, before you ask.
Most sample providers make you request feasibility to learn what they can reach. These are the supply numbers you would get back for a standard screen in the United States. Reachable n is the size of the qualified pool. Incidence is the yield against broad business supply, which is what a quote is built on; it describes the audience, not the vendor. Cost per complete is quoted per spec and holds through field.
| Audience | Reachable n | Incidence in broad supply | Recommended LOI | Typical study size | Field window |
|---|---|---|---|---|---|
| IT decision makersCIO and similar | 3,400 | 18% | 14 min | 300 | 6 days |
| Finance and accounting leadersCFO and similar | 2,150 | 12% | 15 min | 200 | 7 days |
| HR and people leadersCHRO and similar | 1,900 | 15% | 15 min | 250 | 7 days |
| Marketing decision makersCMO and similar | 2,700 | 21% | 14 min | 300 | 6 days |
| Small business ownersOwner and similar | 6,800 | 34% | 12 min | 500 | 5 days |
| C-suite, 1,000+ employeesCEO and similar | 640 | 6% | 12 min | 100 | 10 days |
Audiences not listed
Healthcare professionals, education administrators, legal, government and specific technology roles are fielded as hard to reach B2B. Feasibility is quoted per spec because the population and the verification method change with each one.
Markets
United States is the deepest market for every audience above. United Kingdom, Canada, Germany, France and Australia are fielded regularly with per market feasibility. Other markets are quoted on request and we say when a market is thin rather than promise it.
B2B audience feasibility: frequently asked questions
Where do these feasibility numbers come from?
From live supply for a standard seniority screen at the default company size. We review them quarterly, and sooner if supply moves enough to change the read. They are the starting point for a quote, not the quote itself. Your exact spec gets an exact read the same business day, and that read is what we stand behind.
Why are your incidence rates lower than other sample providers quote?
Because they describe verified respondents. Incidence quoted on self reported titles is higher and the difference is mostly people who do not hold the role. Lower incidence with verification is the honest number and it is what your field will actually show.
Can you combine audiences in one study?
Yes. Studies with several audiences and quotas by audience are common. Each audience carries its own incidence and CPI, and the feasibility read shows them separately.
What does reachable n mean, and how does it relate to incidence?
Reachable n is the size of the qualified pool: people we can put in front of a survey who actually hold the role. Incidence is the share of screener starts that qualify, and the invited pool is much larger than the qualified pool. The two numbers answer different questions, which is why a small reachable pool and a low incidence sit together on the same row.
Can I field 300 completes on any of these audiences?
Not on all of them. The typical study size column is the honest ceiling for a single wave without exhausting the pool or stretching the field window. C-suite at 1,000+ employees is around 100 completes a wave, small business owners is several hundred. We tell you the reachable n for your exact spec at feasibility rather than take the order and find out in field.
Do you recruit these audiences for interviews and diary studies as well?
Yes. The same verified pools are used for qualitative recruitment: in depth interviews, diary studies, online communities and focus groups, priced per confirmed participant. We also field consumer sample. Send the spec and we will quote it.
Why don't you publish cost per complete?
Because a project draws on our own panel, partner supply or both, and we price each spec on the supply it actually needs. What we do commit to is that the CPI quoted at feasibility holds through field, and that only verified completes are invoiced. The cost per complete estimator on the tools page shows what moves price in the market generally.
Send the spec. Get real numbers back.
Audience, market, target n, expected interview length. Feasibility the same business day for standard audiences, with reachable counts, an estimated qualification rate we believe and a quoted cost per complete that stays fixed for the agreed brief.