Audience Cost and Feasibility

In this article:

To help you reach the right audience efficiently, Upsiide organizes its global Audience Marketplace into three pricing tiers. These tiers reflect how feasible it is to recruit qualified respondents in different countries, which in turn influences cost per respondent, speed of fielding, and recommended sample sizes.

Each tier is based on a combination of factors including respondent availability, panel reach, survey length, and targeting complexity.

We categorize countries into Tier 1, Tier 2, and Tier 3 primarily based on sample size (N) availability – how many people can realistically be reached in each market.

In markets with smaller sample pools, survey creators have less flexibility with factors like:

Smaller markets can make it more challenging to field longer surveys or reach low-incidence audiences smoothly.

Smaller markets make it more challenging to field longer surveys or reach low-incidence audiences efficiently. The tier structure helps ensure that cost and feasibility expectations are clear before fielding begins.

Tier 1 markets are the easiest to field. They offer large respondent pools, faster recruitment, and lower cost per respondent.

· USA (English)

· UK

Recommended sample size: Up to 2,000 respondents

Tier 2 markets offer strong panel coverage but may require more thoughtful planning depending on IR, LOI, and audience specificity. These markets are reliable, but niche audiences or longer surveys may slow fielding.

· Argentina

· Australia

· Brazil

· Canada (English)

· China

· France

· Germany

· India

· Japan

· Mexico

· South Africa

· Spain

Recommended sample sizes: Typically up to N = 500 - 800

When fielding studies in Tier 2 countries, it’s important to strike a balance between IR, N and LOI. Because these markets sit in the middle in terms of feasibility, pushing one variable too far can make fielding more difficult.

For example, studies with larger sample sizes should have a moderate LOI and reasonable IR targets, while lower-incidence audiences can be managed more effectively with shorter surveys or smaller N. Finding the right trade-off between these factors helps ensure smoother fielding and reliable results.

Tier 3 markets tend to be more challenging due to limited panel reach and lower respondent availability. Fielding may require more time and greater flexibility in targeting criteria to achieve the desired sample size.

· Algeria, Austria, Belgium, Bulgaria

· Canada (French), Chile, Colombia, Costa Rica

· Croatia, Czech Republic, Denmark, Ecuador

· Egypt, El Salvador, Finland, Greece

· Guatemala, Honduras, Hong Kong, Hungary

· Indonesia, Ireland, Italy, Kenya

· Malaysia, Morocco, Netherlands, New Zealand

· Nigeria, Norway, Pakistan, Panama

· Peru, Philippines, Poland, Portugal

· Romania, Russia, Saudi Arabia, Serbia

· Singapore, South Korea, Sweden, Switzerland

· Thailand, Turkey, UAE, USA (Spanish), Vietnam

Recommended sample sizes: For most Tier 3 markets N = 150–300

It’s especially important to keep IR and LOI reasonable to ensure smooth fielding.

The tier framework serves as a helpful guide, but real-world feasibility still varies based on the specifics of your study. Factors such as incidence rate, targeting complexity, survey length, and even time of launch can influence fielding speed.

For example:

Think of tiers as a benchmark, not a guarantee. Upsiide’s team can help you assess feasibility for your specific setup before launching a study.