We source our census target data directly from the Census Bureau’s online resources to ensure demographic benchmarks are accurate and up to date. To ensure your final dataset aligns with your specific research needs, we strongly recommend providing your project manager with the exact quotas you require before data collection begins, even if they follow standard representative sampling. Additionally, setting these quotas up within your survey can further help maintain consistency—see our helpful guide.
While census targets provide a useful benchmark, you also have the flexibility to set quotas tailored to your study’s specific objectives. For B2B samples, geographically specific sampling, or studies with a low incidence rate (e.g., certain medical conditions or parents of infants), we suggest allowing all eligible respondents to participate rather than strictly enforcing census balancing. This approach helps maintain a sufficient sample size while still meeting the core objectives of your study.