Target Selection

Project Steps

Once you have filled in all the fields in the interface triggered by the button “Create New Project” and you have clicked on “Create”, you will be presented with the 3 steps required in order to launch your project:

  • Target Selection
  • Questionnaire Programming
  • Payment and Launch

Target Selection

Details: give a short name to your project. Remember that the objective you typed before will show in the results of the project so you don’t need to be too specific here. From this very moment you can save this draft at anytime by clicking on the corresponding button on the top of the page. The project will now appear in your Projects page as a draft.

Geography: select the country you want to survey, among the ones currently available. Countries are displayed in alphabetical order but you can start typing to display them based on your inputs. Associated to each country there is a default language but all official languages for that country are available. English is available across all countries in case of specific needs. Whenever you have content in your questionnaire, you can take advantage of our instant translation feature (for example, if you are programming for Spain but don’t know Spanish you can program in English and then translate all the content into Spanish).


Sample Type: choose if you want to interview a group of respondents that is representative of the national population of the country selected or if you want to interview a specific target inside that same population. Depending on the country you choose, customized profiles might not be available. In those cases the default option will be a national representative sample. The number of customized profiles available varies from country to country. Once you have chosen the sample type, you could further narrow down your target by applying a screen out funnel, in order to allow in your survey only respondent that meet certain requirements. This last option is only available for Premium clients. If you would like to know more about it please get in touch with Zinklar’s sales department.


Sample Size: select the number of completes you need for your survey. The minimum sample size allowed is 200, in order to guarantee a statistical relevance. Anything below 200 might lead to unreliable results and cause bad decisions. The maximum sample size you can choose is set by the real time feasibility number at the right of the sample size bar. This number is influenced by many factors (for more information read the passage “Feasibility”). The average sample size per project in Zinklar is 350.



Choose if you want to apply demographics customization options to set specific variables for your target. The filters you can apply relate to:

  • Gender (available for all countries): you can decide to only interview men or women by ticking the corresponding boxes.
  • Age (available for all countries): you can decide to apply a custom age range and to add as many ranges as needed (e.g. people from 20 to 25 and from 30 to 35). Remember that the age ranges cannot overlap with each other, the system will signal it as an error if it occurs.
  • Geographical Areas (available for all countries): you can decide to interview only people that live in certain areas or zones within the selected country by ticking the corresponding boxes.
  • Civil Status (available only for selected countries): it allows you to filter your respondents by their civil status (e.g. married, single, divorced).
  • Individuals with Children (available only for selected countries): you can decide to interview only people with children or only people with children. If you are interested in people with children, you can further narrow down your selection by specifying how old their children need to be in order to qualify for the survey.
  • Social Class (available only for selected countries): it allows you to filter your respondents by their income level. Social class definition varies from country to country.


> When you select Gender, Age, or Area you will notice an option to customize quotas for those variables. This option is only available for Premium clients. If you would like to know more about it please get in touch with Zinklar’s sales department.


Feasibility refers to that number that appears on the right end side of the sample size slider. It refers to the number completes Zinklar is able to deliver in around 3 hours. The average field time of all projects run in Zinklar is 3 hours 37 minutes. Depending on the time of the day, the profile you select, and the filters you apply, it is possible that the delivery time increases to 6-8 hours.

Feasibility is affected by many different factors:

  • The country selected: we cover almost 30 countries but in some we can provide more feasibility than in others.
  • The profile selected: depending on the country selected, we offer less or more profiles. The feasibility for each profile is strictly related to the incidence rate of that profile within the population of that country. The lower the incidence rate of the profile selected, the lower the feasibility. As a consequence, for the same profile it is possible that you will have very different feasibilities between countries (for example, the profile “Tea Consumers” has a much higher incidence rate in the UK rather than in Spain, which means that you will have a higher feasibility for this profile in UK).
  • The socio-demographic filters applied: depending on how much you need to narrow down your target within the profile you selected, feasibility will decrease (for example, if you only need male tea consumers, feasibility will drop, and it will drop further more if you also need consumers from 35 to 45 years old).

> When the feasibility goes below the minimum sample size number of 200 a message will appear warning that your selections do not allow for a feasible project and that you should make changes in order to reach the minimum sample size allowed.


At this point it is important to explain how the price of your project, always visible on the top right of the page, is calculated and why it may vary depending on the selections you make. The price of any project launched with Zinklar is affected by:

  • The sample size: the larger the amount of respondents you need to answer your project, the higher the price you are going to pay.
  • The incidence rate: the lower the incidence rate of the profile you selected for your project, the higher the price you are going to pay. We cannot disclose the incidence rates of the profiles we offer but you can be sure that if the price goes up, everything else being equal, is because you selected a profile with a lower incidence rate. Many profiles with different incidence rates have the same price, this is because we pricing ranges by brackets (for example, profiles between 25% and 29.9% incidence rate are sold at the same price).
  • The duration of your survey: this variable only comes into play when you start programming your survey. Each type of question is associated with an expected duration for a panelist (this duration was calculated on the base of over 1,000 historical projects launched in Zinklar). To each second of expected survey duration is associated an increase in price. You will find out more about this topic in the section Survey Creation.


At the right side of your screen you will always have a summary of all the selections you have made in the different fields. This is useful to double check that you are actually building the right project that fits your needs. If you wish to hide the summary to have more space, you can do so by clicking the icon on the top right of the screen, below your account initials.