In October 2023, aytm updated the demographic traits available for all countries. If your account was active before this time, you will need to revisit the Target Market page of any cloned surveys to reset the desired demographic parameters.

⚠️ Note: House Tags are now referred to as Premium Profiling.

Premium Profiles / Prequal Updates

1. Premium Profiling may still be added from the Target Market page, but will no longer appear on the Survey Editor — these items are used to pre-screen initial invitations.
2. Prequals will no longer have placeholders on the Target Market page. They are added and edited from the Survey Editor only.
3. When adding multiple Premium Profiles, select AND or OR as the operator:
   • AND — all Premium Profiling specifications must be met to invite a respondent.
   • OR — only one Premium Profile specification must be true to invite a respondent.
4. On the Results page, Premium Profiling now appears as variables you can filter your data by.

Responsive Trait Groupings

Trait options such as Household Income and Race/Ethnicity are now responsive to the fielding country. When you select a different country, the options in the respective dropdowns update automatically.

Gender Identity Update for US, UK, and Canada

Surveys fielded in the US, UK, and Canada now support more inclusive gender quotas. Select from Female, Male, and Non-binary (prefer to self-describe).

⚠️ Note: When using Quota balancing for US sample, respondents who self-describe as non-binary will not be excluded — they'll enter based on other balancing criteria (e.g. age, income, region, or race), and their data will be available on the Results page.

Demographic Trait UI Changes

1. The upper age limit has been extended to 75+ (previously 65+).
2. Household Income groupings have been updated to reflect each country's currency and relevant income categories.
3. For the US, Hispanic Origin and Race are now separated into two questions to more closely align with US Census methodology.
4. Education, Employment Status, Career, and Relationship Status dropdowns have been updated to more closely match census data, panel partner info, cultural sensitivity, and client requests.
5. When targeting parents, children's age and gender options can also be targeted.

⚠️ Note: US Census Balancing for ages 18–65 is available upon request. Contact your Account Manager or support@aytm.com to discuss enabling this preset on your account.

Race/Ethnicity Logic Updates

On the Target Market page, the label for most countries displays as Race/Ethnicity. In the Survey Editor, to reference Race/Ethnicity in any country, use the logic command [race=]. The appropriate options for your fielding country will autopopulate in the logic autocomplete dropdown. Learn more about referencing demographic traits in logic.

Warning Messages for Cloned Surveys

When you clone a survey that was drafted or fielded before October 2023, warning messages will appear on the Survey Editor and Target Market pages reminding you to add your targeting parameters.