How it's built
When a study needs a behavior, qualifier, or data point that isn't part of routine panel profiling, it gets added for that project specifically — collected upfront, validated the same way standard attributes are, and available to filter on like any other field.
What you get
- This is respondent profiling and custom profiling built around your specific study, not a fixed set of demographic fields
- Custom attribute collection beyond our standard panel taxonomy
- Data collected once, reusable across a tracker rather than re-asked every wave
Why This Matters
A study asking about something narrow — a specific ownership behavior, a niche usage pattern — often ends up burning screener time re-asking it every wave, because it was never actually captured as a panel attribute. Profiling it once means every future wave starts from data you already have.
Need a fully custom-sourced audience instead of added profiling? Custom Audiences