Pinpoint your target market for US-based surveys with aytm's 2,300+ Premium Profiles — psychographic and behavioral characteristics covering a wide range of life descriptors, from health and media use to hobbies, purchasing habits, and brand awareness. An added benefit of using Premium Profiling is that it can better predict IR, since panelists can be targeted more precisely.

Learn more about targeting your audience in the Lighthouse Academy!

Adding Premium Profiling

1. Click into the Premium Profiling search bar to scroll through the complete list, or type keywords to see available categories.
2. Click the desired characteristic to add the Premium Profile to your targeting criteria.
3. Click the toggle to the right of the Premium Profile to Include or Exclude respondents who meet that criteria.

Adding Multiple Premium Profiles

When adding multiple Premium Profiles, toggle between and and or logic:

• and — respondents must meet all conditions set by the Premium Profiles to qualify.
• or — respondents need to meet only one of the criteria; meeting more than one also qualifies them.
• If specific ratios or percentages of Premium Profiles are needed, the sample will otherwise fill organically. Reach out to your account manager or support@aytm.com if custom quotas are needed.

Only one operator (and or or) may be used per survey, regardless of how many Premium Profiles are added. If a survey is launched with the wrong operator, it must be stopped, cloned, and relaunched. Contact our Customer Engagement team if you need help stopping the survey.

⚠️ Note: Respondents are invited based on traits they've already indicated in our Trait Surveys, so Premium Profiles will no longer appear in your prequalification question set. To add other screening questions, add Prequals from the Survey Editor page.

If you have any questions, reach out to support@aytm.com or click Chat with us at the top of the page.